Demand side advertising platform StackAdapt has launched a suite of email marketing and Data Hub solutions designed to enable marketers to connect customer behaviours across various channels.

According to CEO Vitaly Pecherskiy, it's the company's most significant release in a decade, making StackAdapt the first programmatic advertising platform to natively integrate owned and paid media in a bid to bridge the gap between adtech and martech.

The platform integrates with major systems such as Shopify and Salesforce, ensuring privacy compliance while providing real-time insights into revenue, conversions, and audience behaviour. However, features reliant on programmatic match rates may face limitations in the APAC region outside of Australia, whereas Email and Dynamic Creative Optimisation (DCO) are fully supported.

In February, StackAdapt completed a US$235 million funding round, bringing its total funding to over US$500 million. The StackAdapt Marketing Platform allows marketers to reach customers across multiple channels, including display, native, video, Connected TV (CTV), Digital Out-of-Home (DOOH), in-game, audio, and email.

The new email solution is powered by StackAdapt’s proprietary Data Hub, which enables users to upload and segment first-party data, orchestrate customer journeys, and measure outcomes across media and messaging channels. This platform is designed to assist marketers in activating first-party data and delivering coordinated, cross-channel experiences from a single platform.

"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," said Pecherskiy.

Chief Innovation Officer at Marketstorm, Carole Lawson, said: "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."