#USA #New York #Snowflake #Rokt #mParticle

Introduction

In a groundbreaking move for the customer data platform (CDP) landscape, Rokt mParticle has announced the launch of its Hybrid CDP utilizing the Snowflake AI Data Cloud. This innovative platform is designed specifically for enterprise-level companies, enabling them to effectively manage and activate real-time customer data in a comprehensive, governed manner.

The Hybrid CDP: A Game Changer

Rokt's Hybrid CDP combines the advantages of real-time activation with the flexibility of cloud-native capabilities, addressing the diverse needs of modern enterprises. With this solution, businesses can implement the ideal data strategy tailored to specific requirements, allowing for instant responses to customer interactions as well as managing extensive marketing campaigns directly from their cloud data platforms.

This launch comes at a crucial juncture in the CDP market, where traditional platforms are migrating towards cloud-native activation, and composable CDPs are beginning to incorporate real-time functionalities. By merging these elements into a single platform, Rokt mParticle is establishing a new benchmark in CDP evolution through a hybrid architecture that offers significant benefits without compromises.

Leadership Insights

Bruce Buchanan, Co-Founder and CEO of Rokt, emphasized the necessity for enterprise e-commerce platforms to eliminate the trade-off between robust cloud performance and real-time operational speed. He states, "With the mParticle Hybrid CDP, we're bringing 'The Power of And' to life in our integration with Snowflake—merging the immediacy needed to deliver real-time relevance in the Transaction Moment™ with the reliability of a governed system that enterprises depend on as their foundational record."

Collab Between Rokt and Snowflake

Rokt mParticle's collaboration with Snowflake, the AI Data Cloud company, is set to maximize the data investments of their joint customers. The introduction of composability to mParticle’s all-encompassing CDP solution allows data and engineering teams to uphold robust governance, while simultaneously offering marketers a no-code interface for building and activating audiences within their Snowflake ecosystem.

As David Wells, Industry Principal for Media, Entertainment, and Advertising at Snowflake, pointed out, "mParticle's integration showcases how partnerships can empower marketers to extract greater value from their marketing technology and cloud investments. The activation of data residing in Snowflake through mParticle enables marketers to create personalized, relevant experiences while adhering to stringent data governance protocols."

In-Depth Development and Investments

The Hybrid CDP marks the first significant realization of Rokt's substantial $300 million investment into the mParticle platform. This financial injection is designed to invigorate the innovation roadmap, drive rapid research and development (R&D), and enhance the platform's overall capabilities. One of the primary areas of emphasis within this strategy is identity resolution, ensuring that enterprises can consolidate real-time behavioral signals with carefully governed data in Snowflake to produce a singular, precise view of the customer.

Rokt mParticle is committed to delivering real-time relevance, particularly as industries prepare for the next advance in artificial intelligence (AI). This transition includes the integration of autonomous agents that necessitate controlled enterprise data alongside real-time behavioral signals, addressing the evolving landscape of e-commerce, advertising, and customer experience.

Conclusion

Rokt's innovative hybrid model not only establishes its leadership within the enterprise CDP market but also positions the company favorably as it embraces future advancements in the realm of AI and data management. The impact of this launch is set to be transformative, facilitating a level of agility and personalization that enterprises need to thrive in a data-driven marketplace.

For more information about Rokt and their offerings, visit Rokt.com.