<b>MMP SDK bloat: the metric in nobody's comparison sheet</b>

<b>MMP SDK bloat: the metric in nobody's comparison sheet</b>
Every MMP pitch ignores app size and startup cost. Your SDK choices add up — and reviewers should weigh it.

Approximate added binary size (varies by config):
— AppsFlyer SDK: lean, well-optimized, lazy init available
— Adjust SDK: similarly lightweight, good async handling
— Branch SDK: heavier due to linking machinery
— Plus every ad-network adapter for mediation stacks on top

✓ Lean MMP SDKs (AppsFlyer/Adjust) won't move your install conversion via size
✗ Mediation + 8 ad adapters can add real MB and main-thread init cost
✗ Poorly initialized SDKs delay first-frame, hurting D1 retention measurably

The overlooked tactic: defer non-critical SDK init off the cold-start path. A 200ms slower launch shows up in retention before any attribution gain pays for itself.

<b>Verdict:</b> audit cold-start SDK cost as part of MMP selection, not after.
<b>Best for:</b> growth + mobile eng teams jointly owning the SDK budget.