CDP consolidation continues, as Rokt scoops up mParticle

For the third time in six weeks, M&A activity made a visit to the customer data platform (CDP) market when Rokt acquired mParticle on Thursday. 

Rokt, which uses AI and machine learning to personalize ecommerce experiences for customers, invested $300 million to get control of mParticle. The mParticle solution is now known as mParticle by Rokt.

Independent CDPs are a hot commodity right now. In early December 2024, Uniphore acquired CDP vendor ActionIQ. Shortly after the calendar changed to January 2025, Contentstack acquired CDP vendor Lytics. 

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The combined forces of Rokt and mParticle’s real-time CDP will look to unlock real-time relevance across ecommerce, advertising and customer experience. 

“Across billions of ecommerce transactions, we have seen joint clients achieve much better consumer and business outcomes when using mParticle – up to 50% better,” said Bruce Buchanan, CEO and co-founder of Rokt, in a statement. 

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

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

The marketing community reacts to another CDP merger

It did not take long for the marketing community to weigh in on the Rokt-mParticle news and get the guessing game rolling as to which CDP will be next to tie the knot with another martech vendor.