StackAdapt launches integrated platform to connect programmatic and email marketing

StackAdapt has launched what the company claims is a first of its kind integrated email and data hub that will bring martech and programmatic advertising under a single platform. StackAdapt co-founder and CEO Vitaly Pecherskiy flagged the development as the company’s biggest release in a decade. Elaborating on the move in a post on LinkedIn, he said, “Today StackAdapt steps into its second act with the launch of our StackAdapt Marketing Platform which consists of the data hub to bridge the gap in systems that store customer data and the system to activate it; and email marketing and orchestration to bring programmatic and email marketing into one cohesive, self-serve product, unlike anything that exists on the market today.”

The expansion is expected to:

Help marketers bridge the gap between adtech and martech: The move will increase efficiency, streamline workflows and bring data, messaging, and media together as part of a unified strategy. With the integration of owned and paid media, marketers now have a privacy first way to activate first party data.

Enable cross-platform connections and integration: Marketers can now reach consumers across display, native, video, CTV, digital OOH, in-game advertising, audio, and email, all within a single workflow. Removing silos helps orchestrate more cohesive campaigns that align programmatic advertising with owned messaging strategies like email. It is now possible for marketers to trigger a timely and relevant email based on advertising that a consumer views on CTV, or optimise campaigns based on real-time purchase signals. By integrating with Shopify, Salesforce and other CRM systems, privacy is preserved even as the platform receives real-time insights into revenue, conversions, and audience behaviour.

Deliver personalisation at scale: Clients can begin activating email alongside programmatic advertising efforts. AI and real-time optimisations can help them maximise reach, personalise messaging, and transform insights into action.

The new solution is enabled by StackAdapt’s proprietary data hub, which helps users upload and segment first-party data, plan customer journeys, and measure the impact across media and messaging channels. According to Google, first-party data has been flagged as a key differentiator, enabling a 2.9x increase in revenue and a 1.5x improvement in efficiency.

With this launch, StackAdapt intends to help agencies and brands integrate paid media, email, first-party data, and AI-driven personalisation to unlock more effective, connected customer journeys.

Speaking about the solution, Pecherskiy said, “Bringing email into the StackAdapt ecosystem gives our clients an entirely new way to activate their first-party data and close the loop between media and messaging. As marketers face increasing pressure to do more with less, consolidating tools and proving performance is critical. We have always believed the future of advertising lies in agility, intelligence, and connectedness, and this evolution brings that vision to life in a powerful way.”

Carole Lawson, chief innovation officer at Marketstorm, added, “Bringing first-party data securely into one place unlocks powerful new ways to connect with the right audience, at the right time, with the right message. Activating that data across both programmatic and email campaigns? That’s amazing. What’s exciting is how it simplifies the process—fewer silos, more clarity and visibility from first impression to final conversion across the entire platform.”

The features reliant on programmatic match rates may have limited applicability in APAC outside of Australia, while email and DCO (dynamic creative optimisation) are fully supported. The Canada-headquartered StackAdapt has grown serious about the APAC market and made a slew of senior hires last year, including Liam McCarten (regional APAC VP) who moved from Meta; and Deirdre Chew (VP sales, Southeast Asia), and Alessandra Alessio (VP marketing) who were last with Google.