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mParticle
mParticle, a customer data platform acquired by Rokt, uses AI-powered hybrid CDP to unify and activate data for brands like HBO Max.
mParticle
mParticle was founded by Michael Katz and others, with its initial product focused on mobile data collection before evolving into a full customer data platform. The company is now owned by Rokt, the e-commerce marketing technology firm, following an acquisition that closed in 2023 (per Rokt, 2023). The platform ingests event data from multiple sources, creating unified customer profiles that can be activated in real time or from cloud data warehouses. It serves multi-channel consumer brands across retail, media, financial services, and hospitality. Named clients include HBO Max, Klarna, SoFi, and Inspire Brands. The company claims its AI engine, Cortex, drives measurable lifts in conversion and upsell rates. mParticle's hybrid architecture supports both real-time and warehouse-native deployment, offering a suite of tools for segmentation, analytics, AI predictions, and governance. The platform integrates with hundreds of APIs to connect with advertising, marketing, and analytics systems. The company has been recognized by G2 for customer support and holds AWS Advertising and Marketing Technology Competency status. What distinguishes mParticle is its position as a hybrid CDP that can operate natively within a customer's cloud data warehouse, reducing data movement and improving latency. This design allows enterprises to maintain a single source of truth while still enabling real-time activation — a structural compromise that appeals to firms concerned about data silos and operational overhead.
General information
Firm type
other
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Sector focus
Frequently asked questions
Who owns mParticle?
mParticle is owned by Rokt, the e-commerce marketing technology company, which acquired the firm in 2023 (per Rokt, 2023). The combined entity operates as Rokt mParticle.
What does mParticle's platform do?
mParticle is a hybrid customer data platform that ingests event data from multiple sources to create unified customer profiles. It can activate data in real time or from cloud data warehouses, and offers AI-driven predictions via its Cortex engine.
Which industries does mParticle serve?
mParticle primarily serves multi-channel consumer brands in retail, media, financial services, hospitality, and similar sectors. Named clients include HBO Max, the New York Post, Klarna, SoFi, and Inspire Brands.
How does mParticle differentiate from other CDPs?
mParticle's key differentiator is its hybrid architecture, which supports both real-time and warehouse-native deployment. This design lets enterprises maintain a single source of truth in their cloud data warehouse while still enabling low-latency activation, reducing data silos.
Is mParticle a single family office or asset manager?
Neither. mParticle is a technology company — a customer data platform provider — and is not an investment firm or family office. It was acquired by Rokt, a private e-commerce marketing company.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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