Rokt, the global leader in ecommerce optimization, has announced a $300 million investment in mParticle, a leading customer data platform (CDP). This strategic partnership aims to revolutionize ecommerce, advertising, and customer experiences by combining Rokt’s expertise in transaction moment relevancy with mParticle’s real-time CDP capabilities.

This merger enhances innovation in real-time data activation, empowering businesses to unlock the potential of their customer data and drive significant performance improvements.

1. Investment and Vision

   • Rokt’s $300 million investment will double mParticle’s funding to accelerate product innovation and delivery.
   • The partnership aims to redefine how businesses activate customer data in real time, boosting ecommerce and advertising outcomes.

   Performance Impact: Joint clients have reported up to a 50% improvement in consumer and business outcomes when using mParticle.

2. Leadership Insights

   • Bruce Buchanan, CEO and Co-founder, Rokt:
     "This merger brings a significant performance lift to our clients, enabling them to unlock moments that matter most."
   • Michael Katz, CEO, mParticle:
     "By combining mParticle and Rokt’s capabilities, businesses can create real-time, meaningful connections with customers while maintaining full ownership and control over their data."

3. Enhanced Customer Data Capabilities

   • Brands will maintain complete control over first-party data, ensuring alignment with data privacy and compliance standards.
   • The merger will deliver new solutions allowing businesses to activate customer data in real time to achieve measurable business outcomes.

4. Executive Team Expansion

   • Michael Katz will continue as CEO of mParticle.
   • Andrew Katz will become Chief Technology Officer of Rokt, leading innovation and data security.
   • Jason Lynn will remain Chief Product Officer of mParticle.
   • All three mParticle founders will join Rokt’s executive team.

5. Rokt’s Continued Growth

   • Revenue grew over 40% year-over-year, reaching $600 million in 2024.
   • Acquisitions and Innovations:
     • Acquired AfterSell and launched ACE, a generative AI tool optimizing ad spend.
   • Key Appointments in 2024:
     • Jacqueline Purcell, Chief Financial Officer.
     • Claire Southey, Chief Product Development Officer.

The Rokt and mParticle merger marks a significant milestone in ecommerce and data-driven customer experience. By combining their expertise, the partnership aims to empower brands with real-time relevance, innovation, and data control, setting new standards for success in a rapidly evolving digital ecosystem.