Rokt and mParticle Join Forces to Redefine Real-Time Relevance in Commerce

In a groundbreaking merger, Rokt, a global leader in e-commerce, has announced its investment of $300 million in mParticle, a leading customer data platform (CDP). This strategic alliance aims to create an unmatched value proposition in unlocking real-time relevance across e-commerce, advertising, and customer engagement.

Rokt is known for its ability to deliver pertinent information at critical moments in the e-commerce lifecycle. By combining this capability with mParticle's robust real-time data management solutions, businesses will be able to leverage their customer data more effectively than ever. The partnership is expected to double Rokt's investment in mParticle, thereby accelerating the innovation and delivery of new features on mParticle’s product roadmap.

Bruce Buchanan, CEO and co-founder of Rokt, stated, "Through our collaboration, we noticed that joint customers achieve significantly improved business outcomes when leveraging mParticle, sometimes by as much as 50%. This merger will empower all our clients to significantly enhance their performance. We are thrilled to unite with the mParticle team to bring our vision to life quickly, enabling businesses to unlock the most impactful moments for their audience."

mParticle’s CEO, Michael Katz, emphasized the necessity of simplifying customer data management complexities to help multi-channel brands establish meaningful connections with their customers across all platforms. He remarked, "The merger of Rokt's offerings with mParticle's capabilities will combine the best of both worlds, providing a new class of solutions that enables brands to activate their data in real-time and directly influence business outcomes while maintaining full ownership and control over their customer data."

Importantly, the merger will ensure that each brand retains complete control over their first-party data, demonstrating both companies' commitment to leading the way in data privacy and compliance standards. All original founders of mParticle will remain with the merged entity, with Katz continuing as the CEO, Andrew Katz stepping in as Chief Technology Officer at Rokt, and Jason Lynn remaining the Chief Product Officer of mParticle. The three will join Rokt’s executive team.

This merger follows a year of tremendous growth for Rokt, with a remarkable annual revenue increase of over 40% to $600 million. Earlier in 2024, Rokt announced the acquisition of AfterSell and also unveiled its new generative AI tool, ACE, designed to maximize advertisers' return on ad spend. Additionally, Rokt made notable appointments to its executive leadership team, further reinforcing its growth trajectory.

Overview of Rokt and mParticle

Rokt operates at the forefront of e-commerce technology, relying on AI and machine learning through its innovative Rokt Brain. This technology and the Rokt Network drive more than 6.5 billion transactions, effectively connecting 400 million customers with top-tier companies such as PayPal, Uber, and Live Nation. Over the past decade, Rokt has enjoyed consistent annual growth exceeding 40%, returning $7 for every $8 generated back to its partners. Based in New York City, it boasts offices in ten global locations, further solidifying its presence in the global e-commerce ecosystem.

mParticle is particularly favored by multi-channel consumer brands that aspire to deliver intelligent and adaptive customer experiences across devices. Collaborating with premier global brands like HBO Max and JetBlue, mParticle’s predictive capabilities allow marketing teams to achieve unparalleled results while adhering to data governance guidelines. Established in 2013, mParticle's headquarters is also in New York City and has seen its team expand across the globe.

The collaboration of Rokt and mParticle is poised to push the boundaries of what's possible in the e-commerce world, setting the stage for innovative solutions that will not only enhance customer experiences but also drive growth and efficiency for businesses worldwide.