Redefining Real-Time Relevance with mParticle Merger
We’re thrilled to announce our US$300 million investment in mParticle, a leading customer data platform (CDP), to create an unparalleled offering to unlock real-time relevance across ecommerce, advertising, and customer experience. This partnership combines Rokt’s expertise in bringing relevance to ecommerce transaction moments with mParticle’s real-time CDP, enabling businesses to unleash the potential of their customer data. Rokt will double the total investment into the CDP and accelerate innovation and delivery of mParticle’s product roadmap.
Over the years, we’ve seen remarkable results from our joint clients. Across billions of ecommerce transactions, businesses using mParticle have achieved up to 50% better consumer and business outcomes. As Bruce Buchanan, our CEO and co-founder, said: “This merger will enable us to bring significant performance lift to all of our clients. We’re thrilled to join forces with the mParticle team to accelerate bringing our vision to life, enabling everyone to unlock the moments that matter most.”
At mParticle, their mission has always been to simplify customer data management and empower multi-channel brands to create meaningful customer connections. As Michael Katz, CEO of mParticle, explained: “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.”
Together, we’re committed to ensuring that brands maintain full control of their first-party data, upholding our shared data privacy and compliance standards. As part of this merger, mParticle’s founders will remain integral to the business. Michael Katz will continue as CEO of mParticle, Andrew Katz will become Chief Technology Officer of Rokt to lead innovation and data security across all products, and Jason Lynn will remain Chief Product Officer of mParticle. All three will also join the Rokt Executive team.
This merger follows a year of significant growth and new initiatives for Rokt. In 2024, we accelerated revenue growth by over 40% year over year, reaching US$600 million. Earlier in the year, we acquired Aftersell and launched ACE, our generative AI tool designed to help advertisers maximize their return on ad spend. We also strengthened our executive leadership team with the appointments of Jacqueline Purcell as Chief Financial Officer and Claire Southey as Chief Product Development Officer.
We’re excited about the future and what this partnership will bring to our clients. By joining forces with mParticle, we’re taking a significant step forward in our mission to unlock real-time relevance in the moments that matter most. Together, we will continue to drive innovation and empower businesses to create meaningful connections with their customers.
Read Bloomberg’s latest coverage on our recent merger. For more information on mParticle by Rokt’s leading customer data platform, click here.