• by Ray Schultz , Columnist, Yesterday

Adtech firm StackAdapt is offering a platform that brings together email marketing, first-party data activation and programmatic advertising in a single space.

The martech platform is now generally available. It expands StackAdapt’s integrations with HubSpot, Braze, and CallRail.

The goal is to eliminate “the operational friction between adtech and martech by enabling real-time decisioning and coordinated messaging across email and programmatic,” says Vitaly Pecherskiy, co-founder of StackAdapt, in a statement. 

The platform provides native orchestration flows that bring together pixel-based programmatic engagement and automated email messaging in the journey, enabling users to turn website interactions into an opportunity to re-engage with email or programmatic, the company says in its announcement.  

For instance, a brand can trigger a follow-up email and add it to a programmatic retargeting campaign when a client fills out a form to access a digital report, it adds.  

In addition, New email marketing enhancements include support for multiple custom domains. 

Marketers can unify and personalize campaigns across paid and owned media channels, utilizing behavioral triggers, advanced segmentation, and dynamic creative optimization, Pecherskiy says.

“This is a pivotal moment for marketers who are looking to activate their data and deliver connected customer experiences at scale,” Pecherskiy concludes.