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Posted 17/01/2025 10:19am

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hAIku

Rokt acquires mParticle,
Boosting customer data's role,
In a deal worth gold.

In partnership with
Nine

Rokt acquires mparticle in $300m deal to boost real-time customer data potential

Rokt has acquired customer data platform (CDP) provider mParticle for a reported US$300 million. The merger aims to marry Rokt's e-commerce expertise with mParticle's real-time CDP capabilities to enhance customer data potential.

Rokt plans to double its investment in the CDP and expedite the delivery of mParticle's product roadmap. Businesses using mParticle have reportedly achieved up to 50% better consumer and business outcomes across billions of e-commerce transactions.

As part of the merger, mParticle's founders will remain integral to the business. 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. All three will also join the Rokt executive team.

CEO and co-founder of Rokt, Bruce Buchanan, said: "This merger will enable us to bring significant performance lift to all of our clients. We're thrilled to join forces with the mParticle team to accelerate bringing our vision to life, enabling everyone to unlock the moments that matter most."

CEO and co-founder of mParticle, Michael Katz, said: "Bringing mParticle and Rokt's capabilities together will offer the best of both worlds - a new class of solutions where customers can activate their data in real time to immediately impact business outcomes while maintaining complete ownership and control over their customer data assets."

Rokt reported a revenue growth of over 40% year over year in 2024, reaching US$600 million. In 2024, Rokt also acquired AfterSell and launched a new generative AI tool, ACE, and made key appointments to the executive team, including Jacqueline Purcell as Chief Financial Officer and Claire Southey as Chief Product Development Officer.

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