Rokt, a global leader in unlocking real-time relevance in ecommerce, has announced a US$300 million investment in mParticle, a top-tier customer data platform (CDP). This strategic merger aims to reshape how businesses activate customer data in real time, enhancing ecommerce, advertising, and overall customer experience. By combining Rokt’s deep expertise in optimizing ecommerce transactions with mParticle’s cutting-edge CDP technology, the partnership creates a unique opportunity to leverage customer data for better business outcomes. This investment will also accelerate mParticle’s product development and innovation, doubling the overall funding to advance the CDP’s capabilities.
“Across billions of ecommerce transactions, we have seen joint clients achieve much better consumer and business outcomes when using mParticle – up to 50% better,” said Bruce Buchanan, CEO and co-founder of Rokt. “This merger will enable us to bring a significant performance lift to all of our clients. We are thrilled to join forces with the mParticle team to accelerate bringing our vision to life, enabling everyone to unlock the moments that matter most.”
For mParticle, this collaboration represents a significant leap toward simplifying customer data management and empowering brands to forge stronger connections with their audiences. “Our mission at mParticle has always been to simplify the complexity of customer data management and empower multi-channel brands to create meaningful connections with their customers across any screen,” said Michael Katz, CEO of mParticle. “Bringing mParticle and Rokt’s capabilities together will offer the best of both worlds – a new class of solutions where customers can activate their data in real time to immediately impact business outcomes while maintaining complete ownership and control over their customer data assets.”
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The merger guarantees that brands will continue to maintain full control over their first-party data, in line with both companies’ shared commitment to setting new standards in data privacy and compliance. As part of the agreement, the mParticle founding team will remain integral to the business: Michael Katz will retain his role as CEO of mParticle, Andrew Katz will take on the role of Chief Technology Officer at Rokt, overseeing innovation and data security across all products, and Jason Lynn will continue as Chief Product Officer of mParticle. All three leaders will also join Rokt’s executive team.
This merger positions both companies to unlock new opportunities in real-time data activation and customer experience optimization, setting a new benchmark for the future of ecommerce and data-driven business solutions.
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