Observed Signal · Oct 9, 2026 · Market Signal · Source: Hightouch · Impact: 2/5
Hightouch acquires Strata
Strata’s technology and expertise will help us expand our integration capabilities and make it easier to activate data across the modern marketing stack.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Stackadapt and Zeotap Integrate CDP into DSP
Adtech company Stackadapt and customer-data-platform provider Zeotap announced a partnership to directly connect first‑party data from Zeotap’s CDP into Stackadapt’s demand‑side platform (DSP). The integration allows advertisers to consolidate, segment and immediately activate their own customer data for programmatic campaigns without separate activation workflows. Zeotap will perform data unification, enrichment and identity resolution while Stackadapt supplies planning, buying and optimization infrastructure across channels including display, native, connected TV (CTV), digital out‑of‑home (DOOH) and audio. The partners say the direct DSP activation reduces operational complexity and increases the speed at which campaigns can react to fresh data. Both companies highlighted the importance of the European market—particularly Germany—where stricter privacy and data‑processing requirements make local integrations and privacy‑aware technologies more relevant.
Lifecycle marketers were right to wait on AI. Now it's time to leap.
Early AI pilots ran on generic models that were never given the context, tools, or feedback loops to run marketing workflows at scale. Today, marketing is entering its agentic era, and this time, there's finally something to land on.
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