Programmatic platform StackAdapt today announced the general availability of a martech suite that includes email marketing, first-party data activation and programmatic advertising on one platform.
While programmatic advertising 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 that.
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 provides native orchestration flows that connect pixel-based programmatic engagement with automated email messages within a single journey.
This is what it looks like in practice. In a scenario that plays out thousands of times a day, 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 get the data it needs, StackAdapt expands integrations with CRM and marketing platforms including HubSpot, Klaviyo, Braze and CallRail.
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Users of the StackAdapt suite upload and analyze first-party data, deliver one-off or automated email campaigns, and activate engagement across programmatic channels through a single workflow.
“This is a pivotal moment for marketers 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 operational friction between adtech and martech by enabling real-time decision-making 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, turning every website interaction into 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 results.
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 business marketers manage communications across diverse brand portfolios.
The StackAdapt suite also extends dynamic creative optimization (DCO) functionality beyond e-commerce and automotive to new verticals including B2B, finance and education, giving marketers the ability to personalize creative based on audience data, product feeds or user behavior.
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