GUIDE

Four critical building blocks for the ideal mobile app tech stack

Maximize your marketing with our guide to building a tech stack. Get expert tips for picking tools that streamline campaign execution, management, and optimization.

Whether you’re an app developer looking into marketing for the first time, or an experienced digital marketer looking to expand into the world of mobile, the mobile marketing ecosystem can be a daunting place. This guide aims to help you get your footing and work out which tools you need in an ideal tech stack.

Definition

What is a tech stack?

A tech stack, sometimes referred to as a technology stack, solutions stack, or technology infrastructure, is a set of technologies used collectively to support an app.

A mobile app tech stack, broadly speaking, encompasses everything from development to marketing, making it a critical component of an app’s success. However, tech stacks are also referred to in more specific terms depending on the team using the technology, such as measurement stack, UI/UX stack, or marketing tech stack. In mobile marketing, we most often refer to an analytics stack or measurement stack. In this context, the tech stack is a collection of technologies that marketers use to streamline, automate, and measure marketing tasks. The goal is to make marketing processes more efficient and effective, ultimately driving more app installs and user engagement.

Regardless of the specific stack in question, a tech stack can be visualized as a layered structure, with each layer representing a different type of technology essential for supporting an app. The "stack" metaphor helps to conceptualize how these technologies work together.

Relevance to you

Why is it important to get your tech stack right?

The choices within each building block of a tech stack can significantly impact various aspects of an app. Investing in appropriate tech is a key step for companies to ensure that their marketing team has the necessary tools to attract and retain users. The specific combination of technologies in a MarTech stack varies based on factors like the app’s requirements and scale, as well as the preferences of the team.

However, the fundamental elements are often similar across different stacks. Some popular tech stacks, especially in web development, are named after their components and include multiple layers like an operating system, web server, database, and programming language. These stacks, while memorable in their naming, are essential for creating web applications that are scalable and maintainable.

Components

Core MarTech stack building blocks

With the right tech and tools, you can build a stack that can handle the heavy-lifting of mobile marketing, and all of the functionalities that surround it. At a glance, these are the groups of tech providers you’ll encounter at each stage of the stack:

Attract: The ad tech stack
Manage: The data stack
Measure and optimize: The analytics tech stack
Streamline: The AI tech stack

Attract

The ad tech stack

The ad tech stack is a critical assembly of tools and platforms designed to execute mobile marketing to reach a target audience, manage ad spend, and analyze campaign performance at a base level.

Key terms

Inventory: Ad placements or ad space available for purchase.
Publisher: The provider of ad inventory.
Advertiser: The purchaser of ad inventory (often brands or apps in the case of mobile marketing).

With this in mind, let’s take a look at some of the techs involved in this building block.

Demand-side platform

A demand-side platform (DSP) is a system that allows advertisers to automate the purchasing of digital ad inventory from multiple ad sources, optimizing for the best ad placements based on specific targeting criteria.

DSPs automate the buying of digital ad inventory across a wide range of publishers, eliminating the need for manual negotiations and purchases. This efficiency saves time and resources, allowing marketers to focus on strategy and optimization.

“Not all DSPs are created equal, so do your homework. Start by talking to other app marketers with experience in successfully working with DSPs. Ask for recommendations from your attribution partner, or get advice from one of the major ad exchanges. They have a wealth of data that can help you understand who to evaluate.

And when it comes to DSPs, size matters–specifically, the size of the data-set used to make real-time predictions of when to bid, how much to bid, and which ad creative to serve.”

Phil Gontier

VP International, Liftoff

Check out the Adjust Partner Marketplace to get an idea of some of the DSPs we partner with.

Supply-side platform

A supply-side platform (SSP) is a system that enables publishers to automate the sale of display, video, and native ad spaces on websites and apps, based on the number of impressions.

For mobile marketers with ad inventory, SSPs offer a way to optimize fill rates and effective cost per mille (eCPM), enabling them to focus more on content and user experience. By connecting with multiple DSPs and ad networks, SSPs ensure that inventory is exposed to a wide range of advertisers, increasing competition and thereby potentially raising the value of ad spaces.

Check out the Adjust Partner Marketplace to get an idea of some of the SSPs we partner with.

Ad network

Ad networks are intermediaries that aggregate ad inventory from multiple publishers and sell it to advertisers, helping to fill ad spaces more efficiently by matching supply with demand.

Ad networks bridge the gap between advertisers looking to distribute their ads and publishers seeking to monetize their web spaces. They aggregate ad inventory from multiple publishers, offering advertisers a wide range of options to place their ads across different websites and apps with a single platform.

This consolidation not only simplifies the ad buying process, making it more efficient and cost-effective for advertisers, but also maximizes publishers' revenue by filling their ad spaces with relevant ads. Additionally, ad networks use sophisticated targeting and optimization algorithms to ensure that the right ads reach the right audience at the right time, enhancing the effectiveness of advertising campaigns and improving the overall user experience.

Check out the Adjust Partner Marketplace to get an idea of some of the ad networks we partner with.

Self-attributing networks

A self-attributing network (SAN) is an advertising platform that serves as both the publisher and network, attributing conversions on its platform and verifying them through APIs with attribution partners.

SANs like TikTok, Google Ads, Meta, and X (formerly Twitter), offer a dual function. They not only serve as platforms where advertisers can launch and manage their campaigns but also act as the entities that attribute conversions to these campaigns. This dual capability is significant because it enables marketers to directly measure the effectiveness of their advertisements on these platforms without needing to rely solely on external attribution services (however, a mobile measurement partner is super important for data integration and integrity–more on this later).

"TikTok users don't just check TikTok, they watch TikTok, representing a new era of personalized entertainment that drives undivided high-quality views and engagement. TikTok ad views frequently serve as the starting point for further exploration on-and-off the platform.

What that means is that the impact of the ad experience is different, and the way to measure that impact needs to evolve. Our self-attributing network (SAN) integration with Adjust provides advertisers with a more holistic view of the impact that TikTok ads have on their business by enabling advertisers to measure beyond the last-touch attribution."

Chen-Lin Lee

Global Lead of Adtech & Measurement Partnerships, TikTok

Check out the Adjust Partner Marketplace to get an idea of some of the self-attributing networks we partner with.

Ad exchanges

An ad exchange is a digital marketplace that facilitates the buying and selling of ad inventory between advertisers (via DSPs) and publishers (via SSPs).

Ad exchanges facilitate access to a diverse inventory, which enables mobile marketers to target audiences more precisely, at scale, and at optimal prices. Furthermore, ad exchanges offer improved transparency in the ad-buying process, giving marketers insight into where their ads will appear and the ability to adjust strategies based on performance data.

“Look for an ad exchange platform that excels in programmatic media buying. Real-time bidding (RTB) capabilities will give you the agility to make data-driven decisions instantly. A superior ad exchange should enable the most direct access to ad supply. What you’re looking for is limited resold pathways–this will ensure your bid has the highest potential, helps avoid hidden tech fees, and provides transparent access to publishers.

A good exchange should also provide the tools and technologies to ensure ad qualityand efficient ad delivery, ensuring your ads reach your desired audience at the optimal moment and price. You’re essentially choosing an ad exchange that transforms challenges into opportunities, making every campaign a step towards greater success."

Meagan Martino,

Senior Director, Global Exchange, AppLovin

Check out AppLovin ALX, the leading programmatic exchange.

Connected TV distribution and measurement

A connected TV (CTV) is any TV set connected to the internet including smart TVs and TVs connected via set-top boxes, TV sticks, and gaming consoles.

Since the TV is the largest screen in the home, it has proven to be an indispensable marketing channel, capturing the attention of a large, engaged audience increasingly drawn to streaming for entertainment. Now, with more consumers shifting from traditional linear television to CTV for its varied content, personalized viewing experiences, and access to a plethora of entertainment options, marketers have a golden opportunity to reach target audiences with increasingly interactive and engaging ad formats.

“CTV provides a unique opportunity for marketers, offering the emotional and storytelling power of television combined with the targeting and measurability of digital. Now, GenAI-powered contextual targeting solutions like Wurl’s BrandDiscovery, brands can match their ad creatives in real-time to the emotion and context of CTV programming. Emotional resonance is proven to deliver 2-3 times more impact than ad creatives that aren’t aligned to context. Using measurement and the right CTV partner, brands can buy high-performing, data-driven inventory at scale. As viewership on streaming continues to climb, CTV is an important channel for brands looking to make their budgets count.”

Peter Crofut

VP Business Development. Agencies and Brands, Wurl

Check out the Adjust Partner Marketplace to get an idea of some of the CTV partners we integrate with. Check out Wurl, the leading CTV distribution platform.

Manage

The data stack

As you run more campaigns and attract more users, you’ll begin to gather a lot of data. This data needs to live somewhere, which is where your data tech stack comes into play.

Data warehouse

A data warehouse is a centralized data management system that aggregates, cleans, organizes, and stores structured and semi-structured data from various sources to support business intelligence activities and enable easy data analysis.

For mobile marketers, a data warehouse has a pivotal role in consolidating diverse data streams into a single, centralized repository. It enables the integration of data from various mobile marketing campaigns, user interactions, and other sources, providing a comprehensive view of customer behavior and campaign performance. This consolidation facilitates deep analytical insights, allowing marketers to craft data-driven strategies, optimize campaign effectiveness, and tailor user experiences.

Customer relationship management

A customer relationship management (CRM) platform is a software system designed to manage a company's interactions and relationships with current and potential customers.

For mobile marketers, a CRM helps build customer relationships, increase sales, improve customer service, and increase profitability. By centralizing customer information, tracking interactions, and automating sales and marketing processes, a CRM platform enables companies to better understand their customers’ needs and behaviors, leading to enhanced customer experiences and business growth.

Check out the Adjust Partner Marketplace to get an idea of some of the CRM platforms we partner with

Examples of customer relationship management partners

Measure

The analytics tech stack

The analytics or measurement stack stands as the cornerstone of deep data analysis and the strategic optimization of marketing campaigns. In today's data-driven marketing environment, harnessing the power of this stack is essential for marketers aiming to maximize their budget efficiency and attract the most relevant users.

Key terms

Attribution: The process of linking ad spend and user actions.
Biased attribution: When the process of assigning credit for user actions is influenced by partiality or lacks neutrality.

With this in mind, let’s take a look at some of the techs involved in this building block.

Mobile measurement partner

A mobile measurement partner (MMP) provides app marketers with attribution analytics, helping them identify the most effective channels and optimize the ROI of their marketing campaigns by organizing and analyzing campaign data across multiple networks.

“As the mobile marketing landscape rapidly evolves, it is paramount that you choose a leading MMP that does the same. An MMP who will serve your needs now and well into the future must provide accurate measurement and integrate next-generation tools.

At Adjust, we’re setting a new standard for MMPs, delivering not just unbiased mobile attribution but also embracing the next-generation triad of mobile marketing measurement. Leverage predictive lifetime value, incrementality, and media mix modeling solutions to optimize campaigns in the short-term, maximize ROI in the mid-term, and strategically allocate budget for the long-term. Our solutions are specifically designed to meet the inevitably dynamic needs of digital advertising within a privacy-centric landscape, incorporating sophisticated automation and aggregated data analysis into our products for deeply granular insights.

Furthermore, we pride ourselves on being pioneers in data handling, offering the unique capability to store and process data in client-specified locations. This ensures compliance, boosts transparency, and provides unmatched flexibility to accommodate diverse business requirements. Let us help you navigate the complexities of today's mobile marketing environment with our cutting-edge solutions.”

Katie Madding

Chief Product Officer, Adjust

Learn more about how to choose the right MMP in this privacy-focused era.

App store optimization

An app store optimization (ASO) platform is a tool designed to help developers and marketers improve the visibility and ranking of their mobile apps within app store search results.

ASO platforms provide crucial insights and strategies for optimizing app titles, descriptions, keywords, and reviews, aiming to increase downloads by making apps more discoverable to potential users. These platforms take the guesswork out of your app store optimizations.

“Given the app store algorithm's close linkage between your app's paid ad performance and its organic search visibility, aligning these strategies through an ASO platform can significantly amplify your app's discoverability and attractiveness to the desired audience. This strategic alignment not only optimizes your marketing efforts across both paid and organic channels but also ensures a higher efficiency in user acquisition and an enhanced competitive edge in the app marketplace."

Antoine Bentin

Product Manager, AppTweak

Check out the Adjust Partner Marketplace to get an idea of some of the ASO platforms we partner with.

Streamline

The AI tech stack

The AI stack is pivotal in streamlining processes and creating resource efficiencies, serving as the technological foundation for automating complex tasks and enhancing decision-making capabilities. For teams aiming to refine workflows and reduce operational costs, understanding and implementing the right components of the AI tech stack is crucial.

Automation

Marketing automation leverages tools that perform tasks automatically, often using predefined rules or simple algorithms to streamline processes.

By streamlining traditionally repetitive and time-intensive tasks, automation tools enable marketers to focus their efforts on strategy and creativity, thus improving efficiency and reducing the time-to-market for campaigns.

“Think of AI automation as a partner to the marketing team. Instead of just purely automating traditionally manual tasks, marketers can work in tandem with AI to automate the creation of entire campaigns in ways we couldn’t in the past.

Take Iterable’s Next Best Action, for example. Rather than only generating a subject line, for example, Next Best Action determines the best segments to send a campaign to, and lets the marketer know the reasoning behind the decisions made. Marketers are still in the driver's seat, but AI is riding shotgun, helping them navigate their path forward.”

Adriana Gil Miner

CMO, Iterable

Learn about Adjust’s industry-leading Campaign Automation tool.

Predictive analytics

Predictive analytics tools evaluate historical data to forecast future events, trends, and behaviors, enabling more informed decision-making.

Predictive analytics removes the guesswork from campaign optimization with accurate, data-backed forecasts to optimize as much as possible before budget has even been spent on a campaign.

Learn about Audience Builder, Adjust’s predictive segmentation tool.

Generative AI

Generative AI is a system capable of creating new content, such as images, videos, or music, that resembles human-generated works by learning from existing datasets.

From ad copy to creative ads, leveraging generative AI allows mobile marketers to scale personalized content creation that resonates with diverse audience segments, thereby boosting engagement rates and campaign performance.

Learn more about how ChatGPT is changing the mobile app marketing game.

Conversational AI

Conversational AI is a system designed to simulate conversation with human users, often used for customer service, information retrieval, or transaction processing.

Conversational AI offers mobile marketers a dynamic way to interact with users through AI-powered chatbots and virtual assistants. These tools can provide instant customer support, engage users in personalized conversations, and guide them through the customer journey, from onboarding to purchase. By automating interactions and delivering personalized experiences, conversational AI helps increase user satisfaction, boost retention rates, and gather insights for further optimization of marketing strategies.

Conclusion

Assembling the best tech stack is not just about adopting the latest technologies; it’s about strategically selecting tools that align with your marketing objectives and enhance your capacity to engage and retain users. The integration of tools like Adjust not only simplifies the complexity of mobile marketing but also empowers marketers to navigate the digital space with precision and agility.

By leveraging the insights and functionalities of a comprehensive measurement stack, you're equipped to make data-driven decisions, optimize your marketing efforts, and ultimately, drive growth for your app. Remember, the goal is to build a tech stack that not only addresses your current needs but is also scalable and adaptable to the future trends of mobile marketing.

To learn more about how you can integrate Adjust with tools across your tech stack, simply set up a demo and we’ll walk you through our partners.