CDP consolidation continues, as Rokt scoops up mParticle

Rokt Expands Its Portfolio with the Acquisition of mParticle Amid Ongoing CDP Consolidation

In a noteworthy development, M&A activity made another splash in the customer data platform (CDP) sector, with Rokt announcing its acquisition of mParticle this Thursday.

Rokt, leveraging artificial intelligence and machine learning to enhance e-commerce personalization, has committed $300 million for the acquisition of mParticle, which is now branded as mParticle by Rokt.

Currently, independent CDPs are highly sought after in the market. In early December 2024, Uniphore added CDP provider ActionIQ to its roster, and shortly after January 2025 rolled in, Contentstack secured CDP vendor Lytics.

Explore more: Access our MarTech Intelligence Report on the CDP landscape (registration necessary)

The collaboration between Rokt and mParticle aims to create a real-time CDP that enhances relevance in e-commerce, advertising, and customer experiences.

“Through billions of e-commerce transactions, our joint clients with mParticle have realized significantly improved consumer and business outcomes, with performance enhancements reaching up to 50%,” stated Bruce Buchanan, the CEO and co-founder of Rokt.

The mParticle founders are set to join Rokt’s executive team, with Michael Katz continuing as CEO of mParticle, Andrew Katz assuming the role of Chief Technology Officer at Rokt, and Jason Lynn remaining as Chief Product Officer for mParticle.

Rokt’s client list includes notable names such as Live Nation, Macy’s, AMC Theatres, PayPal, Uber, Hulu, Staples, Albertsons, and HelloFresh, while mParticle serves clients like JetBlue, Spotify, SoFi, and Burger King.

Marketing specialists respond to the latest CDP merger

The marketing community quickly reacted to the Rokt-mParticle acquisition, igniting speculation about which CDP might be the next to partner with another marketing technology firm.

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