Recently found a great site called Oxagile and learned that AdTech, or advertising technology, refers to the tools used to buy, sell, place, and analyze advertising. It is different from martech, which is used to connect with consumers and track their behavior from awareness to loyalty. AdTech works through automation and real-time bidding and is an important part of the advertising ecosystem.

• I think advertising and ad campaigns are relevant when you actually have something to promote, or when you’ve just launched and want to push hard at the start. But those are not the only ways to grow.

If we’re talking about a mobile app, my strategy is to first establish a position inside the stores. Both Google Play and the App Store have things like rankings, search position, and everything you can influence. For keyword work I recommend https://asomobile.net/en/ . It’s a simple and clear tool. The basic version is already enough, while the paid version lets you analyze much deeper what’s actually happening with your mobile app right now.