For the third time in six weeks, the M&A activity visited the customer data platform (CDP) market on Thursday, when Rokt acquired mParticle.
Rokt, which uses AI and machine learning to personalize e-commerce experiences for customers, invested $300 million to take control of mParticle. The mParticle solution is now known as mParticle by Rokt.
Independent CDPs are a hot commodity right now. At the beginning of December 2024, Uniphore acquired CDP provider ActionIQ. Shortly after the calendar change to January 2025, Contentstack acquisition of supplier CDP Lytics.
The combined forces of Rokt and mParticle’s real-time CDP will seek to unlock real-time relevance in e-commerce, advertising and customer experience.
“Across billions of e-commerce transactions, we’ve seen joint customers achieve significantly better consumer and business outcomes using mParticle – up to 50% better,” said Bruce Buchanan, CEO and co-founder de Rokt, in a press release.
The founders of mParticle will join the Rokt management team. Michael Katz will remain CEO of mParticle, Andrew Katz will become Chief Technology Officer of Rokt, and Jason Lynn will remain Chief Product Officer of mParticle.
Rokt’s clients include Live Nation, Macy’s, AMC Theaters, PayPal, Uber, Hulu, Staples, Albertsons and HelloFresh. mParticle’s clients include JetBlue, Spotify, SoFi and Burger King.
