mParticle by Rokt: Company Profile

Background

Overview

mParticle, established in 2013, is a leading Customer Data Platform (CDP) that empowers multi-channel consumer brands to deliver intelligent and adaptive customer experiences across various devices. The company's mission is to simplify the complexity of customer data management, enabling brands to create meaningful connections with their customers. In January 2025, mParticle merged with Rokt, a global leader in ecommerce technology, through a $300 million investment, forming mParticle by Rokt. This strategic partnership aims to redefine real-time relevance in ecommerce, advertising, and customer engagement.

Key Strategic Focus

Core Objectives and Specialization

mParticle by Rokt focuses on unlocking real-time relevance across ecommerce, advertising, and customer experience. By combining Rokt's expertise in enhancing ecommerce transaction moments with mParticle's real-time CDP capabilities, the company enables businesses to fully leverage their customer data. This integration aims to provide immediate impact on business outcomes while ensuring complete ownership and control over customer data assets.

Key Technologies Utilized

AI and Machine Learning: Utilizes advanced algorithms to process and analyze customer data in real-time, facilitating personalized customer experiences.

Real-Time Data Processing: Enables immediate data activation, allowing businesses to respond swiftly to customer interactions.

Primary Markets Targeted

The company serves a diverse range of industries, including retail, entertainment, financial services, and technology, working with global brands like HBO Max, Marks & Spencer, JetBlue, and SoFi.

Financials and Funding

Funding History

In January 2025, Rokt invested $300 million in mParticle, leading to the formation of mParticle by Rokt. This investment aims to accelerate innovation and delivery of mParticle's product roadmap.

Utilization of Capital

The capital infusion is intended to double the total investment into the CDP, enhancing product offerings and driving aggressive sales initiatives.

Technological Platform and Innovation

Proprietary Technologies

Rokt Brain: An AI and ML-powered engine that processes over 6.5 billion transactions, connecting 400 million customers across leading companies.

mParticle's Real-Time CDP: A platform that simplifies customer data management, enabling brands to create meaningful connections with customers across any screen or device.

Significant Scientific Methods

Predictive Capabilities: Utilizes predictive analytics to help marketing teams achieve performance at unmatched scale while meeting data governance requirements.

Leadership Team

Executive Profiles

Michael Katz: Co-founder and CEO of mParticle by Rokt. He continues to lead the company, focusing on simplifying customer data management and empowering brands to create meaningful customer connections.

Andrew Katz: Co-founder and Chief Technology Officer of Rokt. He leads innovation and data security across all products.

Jason Lynn: Co-founder and Chief Product Officer of mParticle. He remains in his role, focusing on product development and strategy.

Leadership Changes

As part of the merger, all three co-founders joined the Rokt executive team, ensuring continuity and alignment in leadership.

Competitor Profile

Market Insights and Dynamics

The Customer Data Platform (CDP) market is experiencing significant growth, driven by the increasing need for businesses to manage and activate customer data effectively. The integration of AI and machine learning technologies is enhancing the capabilities of CDPs, enabling real-time data processing and personalized customer experiences.

Competitor Analysis

mParticle by Rokt faces competition from several key players in the CDP space:

Segment by Twilio: Offers a customer data platform that helps businesses collect, clean, and route data to various tools and systems.

Tealium Customer Data Hub: Provides a comprehensive suite that includes audience management and data enrichment capabilities, resulting in unified customer profiles.

Bloomreach: Personalizes the e-commerce experience by unifying real-time customer and product data, enabling businesses to understand customer needs and deliver personalized experiences.

Insider: An integrated Growth Management Platform that helps digital marketers drive growth across the funnel, from acquisition to activation, retention, and revenue.

Strategic Collaborations and Partnerships

Significant Collaborations

mParticle by Rokt has established strategic collaborations with notable brands, including:

Hive Group: A leading pan-African data and consumer insights performance agency, collaborating to enhance tools for redefining customer engagement ecosystems.

Lulo Bank: Partnered to collect data from their mobile banking app and website in real-time via secure mParticle's APIs and SDKs.

Sweaty Betty Limited: Collaborated to future-proof their technology architecture.

Operational Insights

Strategic Considerations

The merger with Rokt positions mParticle by Rokt to leverage combined expertise in ecommerce and customer data management, offering a unique value proposition in the market. The company's commitment to data privacy and compliance ensures that brands maintain complete control over their first-party data, setting a high standard in the industry.

Strategic Opportunities and Future Directions

Strategic Roadmap

mParticle by Rokt aims to accelerate innovation and delivery of its product roadmap, focusing on enhancing real-time relevance across ecommerce, advertising, and customer experience. The company plans to double the total investment into the CDP, further strengthening its market position.

Opportunities for Expansion

The company is well-positioned to expand its client base across various industries, leveraging its combined expertise to offer tailored solutions that meet the evolving needs of businesses in managing and activating customer data.