Welcome to 2025, where cookies are crumbling, attribution is still the wild west, and AI is the new intern - only it doesn’t sleep, steal snacks, or quit on a whim. For performance marketers, the game has changed. 

Success no longer comes just from buying the right media or building the right vendor relationships. It comes from building a tech stack that turns chaos into compounding returns.
 

So let’s break down the modern, actually sophisticated, performance marketing stack of 2025. If you’re not using these tools (or solving these problems), you’re already behind.
 

We split this article into 7 main areas of technologies you need in your marketing stack. We did our best to remain completely unbiased, and we think we succeeded pretty well. 
 

Well – mostly well.

Creative that adapts on the fly

Performance today is won (or lost) in the creative. But not just any creative - generative creative.

🎨 Tools to Use:

• Runway, Kaiber – for generating ads that match each persona, channel, and moment.
• Poolday.ai – automatic generation of dozens of ads using AI to be A/B tested on social media
• Midjourney, Adobe Firefly, Canva AI – for scalable visuals.
• Synthesia, HeyGen – to put a talking head (with perfect lighting) on any script, in any language.

In 2025, performance marketers are running hundreds of creative variants in parallel—AI-powered and A/B tested in real time. If your creative refresh cycle is still “monthly,” your performance is prehistoric.
 

App store optimization (ASO): Always-on and algorithm-aware

Though we’re further away from app store optimization, the mobile app companies working with us have been engaged in optimizing icons, images, text, app store pages, and monitoring competition for years now. But ASO isn’t a “set it and forget it” game. Store algorithms evolve faster than TikTok trends.
 

Today you’ll need tools that go beyond keyword optimization – you need tools that give competitor insights, track conversion rates by creative, and even alert you when your rival sneezes in their metadata. In 2025, ASO is a living organism. Feed it or it dies.
 

Some of the best ASO tools you should consider in 2025 are: MobileAction, Sensor Tower, and AppTweak.

SEO in the era of LLMs 

For the first time in twenty years, Google has dropped under 90% market share for Search. Search has changed. Again. And it’s not just voice search that took over (remember everyone believing Alexa would be the “next big thing”?) - it’s LLM-based search, AI overviews, and SERPs that don’t look anything like what they did a year ago.

Handling this new world of SEO requires both a change in tactic, and adopting new tools: 

• Tactical Changes: Optimize for zero-click results. If previously you wanted users going through a journey in your website to find products/answers – for the sake of LLMs – you want structured data available right there and then, so that LLMs pick you as a source. 
• Use tools like Surfer SEO, Clearscope, and NeuronWriter to optimize content for both humans and machines.

If you’re worried about your content training LLMs – just remember that if you’re not feeding the LLMs, your competitors are.

Discoverability and Demand Gen 

Waiting for search traffic to find you is old school. Sophisticated marketers generate it. That means jumping ahead of intent and placing your brand where your audience didn’t expect to find it - but loves that they did.

• SparkToro for audience insights and affinity mapping.
• Similarweb and Semrush for competitor traffic and content gaps.

And if you want to stay relevant in your own content, social posts, products and memes you put out there – you could also think of how you can automate your creatives while combining Exploding Topics to catch the next wave before it crests.

2025 marketing is about discovery orchestration. You don’t find the customer - they discover you.

A measurement platform that measures VALUE

The cornerstone of good marketing is measurement. If you’re still trying to stitch together postbacks and spreadsheets to figure out what worked... please stop. Saying now that we’re “post IDFA” or “post Cookie” is akin to saying: “we’re post the dial-up era”. 

Marketing measurement as you knew it has been gone for almost five years already. Get over it. 

And more importantly - you deserve better. Tracking users, counting clicks, last-touch attribution was never good enough as a means to measure marketing performance. It was simply the default option our industry went for until it was no longer feasible.

A measurement platform that every marketer in the world should be using (your words – not ours) is: INCRMNTAL

INCRMNTAL is the new standard for marketing measurement. It’s incrementality-based, AI-powered, and (get this) doesn’t require user-level data. That means it works post-ATT, post-GDPR, post-cookiepocalypse.

It answers the most important question in marketing: “Did this activity drive actual value, or just noise?” No black-box attribution, no correlation worship—just real insights that drive ROI. Marketers using INCRMNTAL don’t guess. They know.

AI-Powered competitive intelligence

The smartest marketers aren’t just watching their metrics—they’re watching their rivals like it’s a Netflix docuseries in the making (i.e. Joan Is Awful).

• BigSpy for ad intelligence.
• Kompyte for battle-ready competitor tracking.

And if it’s not obvious – you should always be checking the Facebook Ads library to snoop over what your competitors are doing.

Bonus points if you’ve set up GPT agents to scan competitors’ site changes and social signals daily. Because if they blink, you should already be executing.
 

Automation & Orchestration 

Too many marketers still duct-tape tools with Zapier and good intentions. In 2025, your stack should be modular, API-friendly, and automated by design.

• Segment for clean data pipes.
• Tray.io or Make for low-code automation.
• Mutiny, A/B Tasty, and Optimizely for personalization at scale.

Your tools should talk to each other. If your attribution tool doesn’t feed into your bidding strategy or inform your LTV model - why even bother?

Final Thoughts: Less Guessing, More Knowing

The performance marketer of 2025 isn’t just someone who buys traffic well. They’re a systems thinker. A data-informed creative. A tech-savvy operator. A human who uses machines to scale everything except their gut instinct.

TL;DR: The 2025 Marketing Stack Checklist

✅ GenAI tools for endless creative variants
✅ Real-time ASO + SEO optimized for LLMs
✅ Discovery + competitive intelligence platforms
✅ INCRMNTAL for marketing insights
✅ Smart automation + clean data pipes

If your current stack doesn’t look like this, it’s time to upgrade - or be outrun by someone who already has.