Hightouch buys AI integration startup Strata to feed its marketing agents

What's the deal? Hightouch, a marketing and customer data platform, has acquired Strata, an AI startup that connects marketing tools without code. The deal was announced on October 9, 2026; terms were not disclosed.

What does Strata do? Founded in 2024 by three former Iterable employees, Strata lets teams tell an AI agent what data to move and where. The agent builds the connection and keeps it running as systems change.

What's the endgame? The acquisition expands Hightouch's integration capabilities, giving marketing teams' AI agents more of the data they need to make decisions. Hightouch expects the deal to simplify onboarding and give customers more flexibility as their tech stacks evolve.

The hire: Strata CEO Kelsey Mullaney joins Hightouch to help lead revenue programs and go-to-market strategy. "Joining Hightouch means we get there faster, for far more marketers," she said.

Why now? "Marketers should be able to use their customer data without waiting on engineering for every new campaign or connection, and Strata helps us deliver on that for our customers," said Hightouch co-founder and chief technology officer Joshua Curl.

The signal: As marketing platforms race to add AI agents, the bottleneck is data access, not models. Buying a startup that automates integrations lets Hightouch — which counts DominoDealroom has a profile for this one. Try Dealroom →'s, AutotraderDealroom has a profile for this one. Try Dealroom →, and PetSmartDealroom has a profile for this one. Try Dealroom → among its customers — close that gap faster than building it alone.

Read more: AP News

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