Every now and then we like to highlight a new IAB Australia member that we think our community will find interesting. Today we meet StackAdapt. Written by Liam McCarten, VP APAC of StackAdapt.
Please give us some historical background to the company:
StackAdapt is a leading multi-channel programmatic advertising platform, built from the ground up with machine learning and AI at its core. Our platform empowers advertisers to plan, execute, and manage data-driven digital campaigns seamlessly across devices, inventory sources, and premium publisher partners.
Specialising in native, display, video, connected TV (CTV), audio, in-game, and digital out-of-home (DOOH) advertising, StackAdapt has been consistently recognised as a top-tier demand-side platform (DSP). We are proud to be ranked the #1 DSP and a Top 100 Software Product on G2, reflecting our commitment to innovation and customer success.
In 2024, we were named Digital Partner of the Year by the Independent Media Agencies of Australia (IMAA), an award voted on by over 160 independent media agencies. This follows our 2023 IMAA win for Best Media Vendor, reinforcing our rapid growth and deep market impact.
Tell us a little bit about your company's mission and vision?
At StackAdapt, we empower brands and agencies in APAC with AI-powered multi-channel strategies, helping them navigate the increasingly fragmented digital landscape. Our mission is to deliver smarter audience engagement, enhanced campaign performance, and improved ROI by integrating targeting, planning, and optimisation across multiple channels—including native, display, video, CTV, DOOH, and in-game advertising.
We place a strong emphasis on cookieless advertising, leveraging first-party data activation, AI-driven insights, and dynamic creative optimisation to help advertisers reach high-intent audiences with precision. Our vision is to drive the future of programmatic advertising by continually innovating and expanding our capabilities to meet the evolving needs of digital marketers worldwide.
Do you have a particular 'hero product' that you are most proud of?
At StackAdapt, we pride ourselves on our comprehensive suite of measurement and attribution solutions, with our in-platform StackAdapt Brand Lift Studies and foot traffic attribution standing out as our hero products. StackAdapt Brand Lift Studies are a powerful tool for measuring the effectiveness of your advertising campaigns, providing real-time, actionable insights into changes in consumer perception, awareness, intent, and consideration. This allows you to understand the true incremental impact of your marketing efforts beyond just clicks and impressions. On the other hand, our foot traffic attribution solution empowers advertisers with brick-and-mortar locations to understand post-digital engagement, providing a clear picture of how online advertising results in offline visits. What sets us apart from our competitors is the robustness of these solutions and their fully self-serve nature, giving you complete control and flexibility. With StackAdapt, you're not just getting a service, you're getting a partner dedicated to helping you achieve your advertising goals.
What area of digital do you personally work in and how do you hope to enhance this within your business?
As VP of APAC Sales at StackAdapt, my focus is on driving regional growth by helping brands unlock the power of AI, data-driven insights, and cutting-edge technology to transform their digital marketing strategies.
I am passionate about helping brands execute highly targeted, efficient, and measurable campaigns across multiple channels—while ensuring brand safety, innovation, and superior performance. My goal is to expand StackAdapt’s presence in APAC, strengthen partnerships, and continue leading the industry with our best-in-class programmatic solutions.
Please tell us what, as a child, you wanted to be 'when you grew up'?
Growing up I had no idea what I wanted to be, I had no ideas of grandeur when it came to my job. I was clear on what I wanted to do; [1] see the world [2] play football.
The 2nd of those didn’t really happen but I am very fortunate to be an Englishman who has now spent roughly half my life outside the UK. I’ve lived in Canada, US, Switzerland, Egypt, Germany, Belgium and Singapore. If my 6 year old self had seen all of that, I’d have been very content.