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Do need to pay to advertise my own app?
Advertise your app with ad networks? Of course you need to pay
What i meant was is there anyone who would take like a percentage of any download without me actually paying for the service upfront?!
edited March 2017
I was actually wondering is it possible to do Admob in-house ads for someone else's app? That way you could cross-promote with someone.
Yes, it's possible and it's allowed.