• by Laurie Sullivan , Staff Writer @lauriesullivan, Yesterday

Programmatic advertising platform StackAdapt has integrated email and a first-party Data Hub into its core platform, bridging marketing and advertising technologies into one platform. 

With this launch, StackAdapt positions as a full marketing and advertising platform that lets clients activate email campaigns alongside programmatic channels like display, video, connected TV (CTV), digital out of home (DOOH) and other media. It creates one workflow for all types of media to improve performance.

The company, which announced the integration on Tuesday, said the integration provides advertisers and marketers a connected customer journey and measurable outcomes across media and messaging.

AI powers the platform and real-time optimization. As part of early access, clients gain immediate scale to run email marketing campaigns alongside programmatic advertising campaigns, and each client account is eligible to send up to 1 million free emails.

Carole Lawson, a founding partner and chief innovation officer at MarketStorm, which provides support for home services, became one of the first beta partners to use the data hub and email integrations.

“We experience a very long conversion journey,” Lawson said. “They can be anywhere from 40 days to more than 100 days, which means there are multiple touchpoints, unlike Google Ads.”

Lawson said that to have a platform that’s not just multichannel, but more omnichannel -- meaning it all interacts together -- “is a game changer.” She has used other platforms that require MarketStorm to work with many companies, and it has not produced the same results. Attribution also is a “beast.” Working with one platform brings all the data together seamlessly without challenges.  

“The gamechanger has been the ability to move from email to programmatic to CTV or wherever we need to go to show them the ad,” she said. “A consumer moving from curiosity to intent is an influence process.”

Lawson was not prepared to share numbers, but called the success "enormous" when all types of media are connected without one platform -- from enhancing traffic to websites to increasing conversions and revenue. 

"I was looking at our numbers the other day and the average was 28% for clients in home services," she said. 

StackAdapt’s proprietary Data Hub makes the email platform possible through first-party data. It also makes possible the integration of paid media, email, first-party data, and AI-driven personalization to connect customer journeys.

As privacy regulations increase and uses for third-party cookies fade, regardless of Google keeping cookie targeting in its Chrome browser, first-party data has become essential to digital marketing success -- at least until companies find a way to use artificial intelligence (AI) to replace all types of targeting technologies.

StackAdapt has laid the foundation for a more connected marketing ecosystem -- one where activation, measurement, and messaging combine to deliver high-performance campaigns with greater efficiency and insight.