Hightouch Acquires Strata to Expand AI Marketing Integrations

Hightouch announced on October 9, 2026, that it has acquired Strata, an AI platform that builds and maintains integrations between software systems. The acquisition aims to expand Hightouch’s connections across the marketing technology ecosystem and give its AI agents access to more customer data.

What Strata Does

Marketing teams use specialized tools for CRM, advertising, analytics, customer support, loyalty and email automation. Moving information between those systems can require custom development and ongoing maintenance.

According to Hightouch, Strata lets users describe what data they want to transfer and where it should go. Its AI agent maps fields and events, configures data transformations and generates the integration. It also maintains the connection as applications and data change.

The goal is to make customer information easier to use across connected marketing tools.

The People Behind the Deal

Strata was created by Kelsey Mullaney, Julian Mclain and Ilya Brin, who previously worked together at Iterable. Mullaney, Strata’s CEO, will join Hightouch to help lead revenue programs and go-to-market strategy.

Hightouch co-founder and CTO Joshua Curl said the company wants marketers to use customer data without waiting for engineering support for every new campaign or connection.

Why the Acquisition Matters for Marketers

From a marketing operations perspective, the deal highlights the importance of data access in AI-assisted campaign execution. An assistant’s recommendations become more useful when the information needed to act on them can reach the relevant campaign tools.

A potential use case would be transferring customer lifecycle updates from a CRM into an email platform. That could help campaign teams work with current customer information when preparing communications.

The acquisition therefore points to a practical area of AI development: improving the flow of information that supports marketing decisions and execution.

What Hightouch Expects Next

Hightouch expects Strata’s technology to support a faster integration roadmap, easier customer onboarding and greater flexibility as companies change or expand their technology stacks.

For marketers, the practical value will depend on how effectively those connections support the campaigns and customer journeys they need to run.

Sources

• Hightouch: Hightouch Acquires Strata — October 9, 2026

• Business Wire: Hightouch Acquires Strata to Expand Integrations Across the Marketing Stack