StackAdapt has launched new email marketing and Data Hub solutions aimed at allowing marketers to integrate owned and paid media within a single programmatic advertising platform.
The expansion is intended to help marketers bridge the divide between advertising technology and marketing technology, offering increased efficiency, streamlined workflows, and the opportunity to centralise data, messaging, and media within one unified strategy.
Through the new offering, users will be able to connect customer interactions across channels, such as triggering emails following a CTV (connected TV) advertisement view or adjusting campaigns based on real purchase data. The platform supports integration with Shopify, Salesforce and other major CRM systems, keeping privacy compliance in consideration and granting marketers access to real-time insights on revenue, conversions, and audience behaviour.
StackAdapt indicated that its email and dynamic creative optimisation (DCO) features are fully supported, while some features that depend on programmatic match rates may have limited applicability in specific Asia-Pacific markets outside Australia.
The company is positioning its updated platform as the first of its kind to natively integrate both owned media, like email, and paid media within a programmatic environment. This enables marketers to deliver consistent messaging and foster deeper customer engagement, using a single workflow to coordinate campaigns across display, native, video, CTV, DOOH (digital out-of-home), in-game, audio, and email channels.
Clients included in the exclusive early access programme will be able to activate both email and programmatic advertising together. StackAdapt notes that the system is powered by artificial intelligence and real-time optimisation, aiming to assist teams in maximising reach, scaling personalised content, and responding quickly to campaign insights.
The new email capabilities are built on StackAdapt's proprietary Data Hub, which allows users to upload and segment their first-party data, manage customer journeys, and measure outcomes across various channels. The platform aims to help marketers prepare for a privacy-first digital landscape, where first-party data has become increasingly important. According to StackAdapt, marketers using first-party data for core operations have reported up to a 2.9 times increase in revenue and a 1.5 times improvement in efficiency, referencing data from Google.
The platform facilitates the connection of customer behaviours across multiple channels, such as enabling marketers to trigger timely emails in response to CTV advertisement views, or to optimise campaigns based on actual purchase signals, all within the same ecosystem. Integration with widely used CRM systems aims to ensure privacy requirements are met while delivering real-time performance insights.
Vitaly Pecherskiy, Co-founder and CEO at StackAdapt, stated: "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, also commented on StackAdapt's Data Hub: "StackAdapt's Data Hub is a game-changer. 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 really exciting is how it simplifies the process - fewer silos, more clarity and visibility from first impression to final conversion across the entire platform. It's the kind of smart, streamlined innovation that gives us a real advantage."
With first-party data becoming central to digital marketing as privacy regulations intensify and third-party cookies are phased out, StackAdapt seeks to offer a unified system for activating such data and measuring performance. By combining programmatic and email tools in a single platform, the company contends that marketers will have a more comprehensive view of the customer journey and enhanced capabilities to act on audience insights at every stage of the marketing funnel.
StackAdapt describes the new functionality as an end-to-end solution designed to address the realities of today's marketing environment, where customer journeys do not follow a linear path and brands require tools to unify storytelling and performance-driven strategies.
