mParticle

A top-tier enterprise CDP with strong mobile-first roots, competing with Segment, Tealium, and Adobe Experience Platform

mParticle is a customer data platform (CDP) founded in 2013, purpose-built for enterprise brands that need to collect, govern, and activate customer data at scale. The platform serves as a central data hub, enabling companies to ingest data from mobile apps, web, connected devices, and offline sources, then route that data to hundreds of downstream marketing, analytics, and advertising tools in real time. mParticle is particularly well-regarded for its mobile-first heritage and its robust identity resolution capabilities, which allow brands to stitch together user journeys across devices and channels. In the AdTech and MarTech ecosystem, mParticle occupies a critical infrastructure layer, sitting between data collection and activation. Its platform supports audience segmentation, consent management, data quality enforcement, and real-time streaming, making it a foundational tool for data-driven marketing organizations. The company has served major brands across retail, media, financial services, and gaming, including notable customers like Spotify, NBC Universal, and Airbnb. In 2024, mParticle was acquired by Rokt, an ecommerce technology company specializing in transaction-moment marketing. Under Rokt's ownership, mParticle continues to operate as a distinct brand and platform, with the acquisition intended to strengthen Rokt's data infrastructure and expand mParticle's reach into ecommerce use cases. The combined entity aims to leverage mParticle's CDP capabilities alongside Rokt's transaction-layer advertising network.