Branch is a SaaS product that provides a Mobile Growth & Attribution Platform for enterprises and brands. The product offers two main solutions: Mobile Measurement Partner (MMP) and Mobile Linking Platform (MLP).The Mobile Measurement Partner (MMP) solution focuses on paid advertising and provides a range of features to measure and improve ad performance across every device and platform. Some key features of MMP include Universal Ads, which helps improve ad performance, SafeTrack to ensure privacy compliance, Engagement Builder to leverage omnichannel data, SKAdNetwork Support for privacy-focused attribution, Cost Aggregation to centralize cost data, and Fraud Protection to prevent ad fraud.