StackAdapt unveils a martech suite combining programmatic, data and email marketing

Programmatic platform StackAdapt today announced the general availability of a martech suite that includes email marketing, first-party data activation and programmatic advertising on a single platform.

While programmatic ads and email traditionally live in different martech tools, StackAdapt sees an opportunity to help marketers run campaigns across channels, and unsurprisingly, data is at the center of it all.

The suite allows marketers to unify and personalize campaigns across paid and owned media channels using real-time behavioral triggers, advanced segmentation and dynamic creative optimization. It offers native orchestration flows that connect pixel-based programmatic engagement with automated email messaging within a single journey.

Here’s what that looks like in practice. In a scenario that plays out thousands of times daily, a website visitor fills out a form to access a digital asset, which triggers a follow-up email. StackAdapt’s suite goes one step further and automatically adds the visitor to a programmatic retargeting campaign.

To source the data it needs, StackAdapt is expanding integrations with CRM and marketing platforms, including HubSpot, Klaviyo, Braze and CallRail.

Getting started

Users of the StackAdapt suite upload and analyze first-party data, deliver one-time or automated email campaigns and trigger engagement across programmatic channels through a single workflow.

“This is a pivotal moment for marketers who are looking to activate their data and deliver connected customer experiences at scale,” Vitaly Pecherskiy, co-founder of StackAdapt, said in a statement. “We’re eliminating the operational friction between adtech and martech by enabling real-time decisioning and coordinated messaging across email and programmatic. It’s a complete solution for today’s first-party world.”

New orchestration capabilities include a conversion event trigger, making every website interaction an opportunity to re-engage users through email or programmatic channels. The platform also supports randomized path testing within flows, allowing marketers to evaluate and optimize campaign sequences based on performance outcomes.

Dig deeper: Broken playbooks and broken bones: Reinventing B2B with Ryan Nelsen, CMO of StackAdapt

Email marketing enhancements include support for multiple custom domains, designed to help agencies and enterprise marketers manage communications across diverse brand portfolios.

The StackAdapt suite also expands dynamic creative optimization (DCO) functionality beyond ecommerce and automotive to new verticals, including B2B, finance and education, giving marketers the ability to personalize ad creative based on audience data, product feeds or user behavior.

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