Rokt × mParticle
E-commerce technology company Rokt acquired mParticle, a leading customer data platform, for a reported $300 million. [114, 120] The deal combines Rokt's e-commerce optimization tools with mParticle's real-time data collection and unification capabilities. [119] The acquisition was part of a broader consolidation trend in the CDP market in early 2025. [117, 120]
The asset
Acquisition of the entire mParticle customer data platform, which collects and unifies customer data from mobile apps and websites in real-time.
The record
- Seller status
- Going concern
- Sector
- Customer Data Platform (CDP)
- Modalities
- customer_profiles, transaction_events, mobile_app_data, website_data
- Jurisdiction
- US
- Personal data
- The combined entity stated a commitment to data privacy and ensuring brands maintain complete control of their first-party data. [118]
What it means if you hold data
This acquisition highlights the increasing value of integrated data and activation platforms in e-commerce. By acquiring a CDP, Rokt can offer clients a unified solution to activate first-party data directly at the point of transaction, enhancing personalization and business outcomes. [114, 118]