Programmatic advertising platform StackAdapt has recently unveiled a significant integration of email and a first-party Data Hub into its primary platform, marking a pivotal moment in the convergence of marketing and advertising technologies. This development positions StackAdapt as a comprehensive marketing and advertising platform, enabling clients to launch email campaigns in tandem with programmatic channels such as display, video, connected TV (CTV), digital out-of-home (DOOH), and other media. The integration promises to streamline workflows across various media types, enhancing performance and cohesion.
Announced on Tuesday, this integration offers advertisers and marketers a unified customer journey with measurable outcomes across media and messaging. The platform, powered by AI, optimizes in real-time, providing early access clients with the capability to scale email marketing campaigns alongside programmatic advertising efforts. Notably, each client account is eligible to dispatch up to 1 million free emails, presenting a substantial value proposition.
Carole Lawson, a founding partner and chief innovation officer at MarketStorm, which supports home services, was among the first beta partners to utilize the data hub and email integrations. Lawson emphasized the transformative impact of StackAdapt’s platform, highlighting the extended conversion journeys typical in their industry, which can span from 40 to over 100 days. This lengthy process necessitates multiple touchpoints, unlike the more immediate interactions seen in Google Ads.
Lawson stated, “Having a platform that isn’t just multichannel but truly omnichannel — meaning all components interact seamlessly — is a game changer.” She noted that previous platforms required MarketStorm to collaborate with multiple companies without achieving comparable results. The integration simplifies attribution, consolidating data effortlessly and overcoming previous challenges.
“The real breakthrough has been our ability to transition from email to programmatic to CTV or any medium necessary to present the ad,” Lawson explained. “Moving a consumer from mere curiosity to intent is an influence process.” While not ready to disclose specific figures, Lawson described the success as “enormous” when all media types are connected within a single platform, citing enhancements in website traffic, conversions, and revenue.
“I reviewed our performance recently, and the average was 28% for our clients in home services,” she remarked.
StackAdapt’s proprietary Data Hub underpins the email platform, leveraging first-party data. This advancement facilitates the integration of paid media, email, first-party data, and AI-driven personalization, creating interconnected customer journeys. As privacy regulations tighten and third-party cookie usage dwindles, StackAdapt’s reliance on first-party data becomes crucial to digital marketing success. This approach remains vital as companies explore alternative targeting technologies through artificial intelligence (AI).
In this evolving landscape, StackAdapt has set the stage for a more interconnected marketing ecosystem, where activation, measurement, and messaging converge to deliver high-performance campaigns with enhanced efficiency and insight.
Note: This article is inspired by content from https://www.mediapost.com/publications/article/405633/marketing-programmatic-ad-tech-merge.html. It has been rephrased for originality. Images are credited to the original source.