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CDP consolidation continues, as Rokt scoops up mParticle


For the third time in six weeks, M&A activity has visited customer data platform (CDP) market on Thursday, when Rokt bought mParticle.

Rokt, which uses artificial intelligence and machine learning to personalize e-commerce experiences for customers, has 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 has acquired CDP vendor ActionIQ. Shortly after the calendar changed to January 2025, Contentstack bought CDP vendor Lytics.

The combined forces of Rokt and mParticle’s real-time CDP will aim to unlock real-time relevance in e-commerce, advertising and customer experience.

“Across billions of e-commerce transactions, we’ve seen mutual customers achieve much better consumer and business outcomes when they use mParticle — up to 50% better,” said Bruce Buchanan, CEO and co-founder of Rokt, in a statement.

The mParticle founders will join the Rokt executive team. Michael Katz will continue as mParticle’s Chief Executive Officer, Andrew Katz will become Rokt’s Chief Technology Officer, and Jason Lynn will remain mParticle’s Chief Product Officer.

Rokt customers include Live Nation, Macy’s, AMC Theaters, PayPal, Uber, Hulu, Staples, Albertsons and HelloFresh. mParticle customers include JetBlue, Spotify, SoFi and Burger King.



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