As the digital ecosystem continues to expand and evolve, SaaS technology has become a mission-critical component for effective marketing operations. Marketing and advertising technology falls into numerous complex and overlapping categories, with literally thousands of partners competing for your marketing dollars.

Whether you’re building your marketing tech stack from a mobile-first or web-first perspective, it can be daunting to know where to start as well as when and how to expand. And while adding or changing marketing technology requires significant investment in terms of vetting, training, development, and other resources, adaptability is key to success.

The purpose of this guide is to provide a framework for how to build a solid marketing tech stack—focusing specifically on mobile as the core platform.

We will examine the following topics throughout the course of this guide:

• MarTech Stack Foundations: establishing strategic goals and defining key stack solutions to consider across your product life cycle.
• Category Deep Dives: product analytics, marketing automation, mobile attribution, and customer data platforms (CDPs).
• Advanced Considerations: evaluation criteria, getting internal buy-in, setting timeline expectations, and structural tradeoffs supported by industry trends (e.g. stack design frameworks, cost/benefit analysis, building vs. buying technology, opting for best-in-breed vs. all-in-one tools, etc.).

With the rise of cord cutting behavior, traditional TV ad spend has been declining in lieu of over-the-top (OTT) and digital video. OTT has made TV advertising more accessible to performance-driven marketers. Beyond the clear synergies between OTT and mobile for app advertising across screens, addressable buying methods offer more sophisticated targeting with lower barriers to entry. OTT also offers deeper insight into attribution, as advertisers are able to definitively measure one-to-one acquisition from TV advertising for the first time.

That being said, OTT is still a grey area for many—with superfluous TV terminology, fragmented options for media buying, and unclear expectations for performance and measurement, it can be tricky to know where to start.

If you’re new to OTT or want to convince your team that testing OTT is worthwhile, this comprehensive guide on OTT television will help you understand:

• Advanced TV terminology, buying methods and content formats.
• Key trends on the OTT audience, viewing behaviors, market share and growth.
• How OTT attribution works with AppsFlyer, in addition to industry solutions that will help you plan out your cross-device measurement strategy.
• Expert advice on the OTT media buying landscape, featuring media sources by category, targeting options, test strategies and more.

With the rise of cord cutting behavior, traditional TV ad spend has been declining in lieu of over-the-top (OTT) and digital video. OTT has made TV advertising more accessible to performance-driven marketers. Beyond the clear synergies between OTT and mobile for app advertising across screens, addressable buying methods offer more sophisticated targeting with lower barriers to entry. OTT also offers deeper insight into attribution, as advertisers are able to definitively measure one-to-one acquisition from TV advertising for the first time.

That being said, OTT is still a grey area for many—with superfluous TV terminology, fragmented options for media buying, and unclear expectations for performance and measurement, it can be tricky to know where to start.

If you’re new to OTT or want to convince your team that testing OTT is worthwhile, this comprehensive guide on OTT television will help you understand:

• Advanced TV terminology, buying methods and content formats.
• Key trends on the OTT audience, viewing behaviors, market share and growth.
• How OTT attribution works with AppsFlyer, in addition to industry solutions that will help you plan out your cross-device measurement strategy.
• Expert advice on the OTT media buying landscape, featuring media sources by category, targeting options, test strategies and more.

UA veterans and marketing newbies alike will gain actionable insights.

Join us in a conversation with Jeet Niyogi (Playtika), Melissa Lertsmitivanta (realtor.com), Adam Lovallo (Grow.co), and Sunil Bhagwan (AppsFlyer) as they discuss their POVs on the latest findings of AppsFlyer's semi-annual Performance IndeX report.

The Performance IndeX provides marketers with the most comprehensive report to date on the evolving mobile advertising industry. Covering activity in the second half of 2019, edition X analyzes 25 billion installs and 52 billion app opens of over 16 thousand apps around the world.

Watching this webcast, you'll learn:

• Latest media source rankings by vertical (e.g. finance, entertainment, and gaming sub genres).
• Retargeting rankings by region.
• Growth insights on Google, Facebook, Apple Search Ads, Snap, ironSource, AppLovin, Unity Ads and more".

Deep linking has only become more complicated and confusing with the advent of Apple Universal Links & Android App Links - but it doesn’t have to be confusing. This guide has everything you need to understand deep linking, recognize its value to your business, and know how to apply it in your attribution strategy.

Reading this guide, you'll learn:

• The basics of deep linking.
• Why deferred deep linking is a game-changer.
• How to use deep links to drive better performance.
• How attribution combined with deep linking boosts mobile growth.

UA veterans and marketing newbies alike will gain actionable insights.

Join us in a conversation with Jeet Niyogi (Playtika), Melissa Lertsmitivanta (realtor.com), Adam Lovallo (Grow.co), and Sunil Bhagwan (AppsFlyer) as they discuss their POVs on the latest findings of AppsFlyer's semi-annual Performance IndeX report.

The Performance IndeX provides marketers with the most comprehensive report to date on the evolving mobile advertising industry. Covering activity in the second half of 2019, edition X analyzes 25 billion installs and 52 billion app opens of over 16 thousand apps around the world.

Watching this webcast, you'll learn:

• Latest media source rankings by vertical (e.g. finance, entertainment, and gaming sub genres).
• Retargeting rankings by region.
• Growth insights on Google, Facebook, Apple Search Ads, Snap, ironSource, AppLovin, Unity Ads and more.

Deep linking has only become more complicated and confusing with the advent of Apple Universal Links & Android App Links - but it doesn’t have to be confusing. This guide has everything you need to understand deep linking, recognize its value to your business, and know how to apply it in your attribution strategy.

Reading this guide, you'll learn:

• The basics of deep linking.
• Why deferred deep linking is a game-changer.
• How to use deep links to drive better performance.
• How attribution combined with deep linking boosts mobile growth.