- To have a single SDK to add to your app instead of one from each ad network
- To receive reporting on basic usage analytics
- To have more control when communicating with each ad network
- To see which of an app’s new users came from recent advertising clicks or views
Explanation: The reason app advertisers depend on this information is because the app ad network marketplace is very fragmented. Many app advertisers use 20 or more different ad networks to acquire or engage users. Each ad network has an SDK they would like developers to add to their apps to track performance. However, app developers don’t want to add so many SDKs to their app because this can bloat the size of the app and require constant maintenance.
Third-party tracking companies instead provide one SDK to add to your app, and they take care of communicating with each ad network behind the scenes to tell the advertiser which installs came from which network on a single dashboard.
Read more here: https://support.google.com/partners/answer/6209182