# Rokt mParticle

> Rokt mParticle is an enterprise customer data platform that collects events, resolves customer identities, governs data flows, and activates audiences across marketing and advertising tools. Its hybrid architecture combines streaming signals with warehouse-based segmentation; its Performance Engine adds an Audience Agent and predictive activation tools. It became part of Rokt in January 2025.

- **Founded:** 2013
- **Headquarters:** New York, United States
- **Founders:** Michael Katz (Co-founder; CEO at the January 2025 merger announcement), Andrew Katz (Co-founder; named Rokt CTO at the January 2025 merger announcement), Jason Lynn (Co-founder and Chief Product Officer)
- **Products:** Hybrid CDP infrastructure, Composable and Hybrid Audiences, Performance Engine, Audience Agent, Predictive Audiences
- **Notable:** US$150 million Series E led by Permira in 2021., Joined Rokt in the US$300 million investment transaction announced in January 2025., MACH Alliance membership and AWS Advertising and Marketing Technology Competency.

## Products & services

- **Hybrid CDP infrastructure** — SDKs, APIs, event pipelines, real-time identity resolution, customer profiles, integrations, and governance for enterprise customer data.
- **Composable and Hybrid Audiences** — Scheduled segmentation in cloud warehouses, with optional membership matching to real-time profiles for hybrid activation.
- **Performance Engine** — Audience Agent plus Match Boost, Audience Expansion, Household Reach, and Predictive Audiences; announced June 25, 2026.
- **Audience Agent** — Conversational audience definition using a brand’s data and business context; marketers review and save proposals before activation. Initially available to select clients.
- **Predictive Audiences** — First-party-data predictions for outcomes such as churn and lifetime value, used to build and expand audiences.
- **mParticle Analytics (sunsetting)** — Legacy analytics product; official documentation says sunsetting began October 1, 2026.

## Achievements

- US$150 million Series E led by Permira in 2021.
- Joined Rokt in the US$300 million investment transaction announced in January 2025.
- MACH Alliance membership and AWS Advertising and Marketing Technology Competency.
- Vendor case study reports more than 1.5 million Burger King app downloads during the nine-day Whopper Detour campaign; these are campaign-wide outcomes, not isolated mParticle attribution.
- June 2026 launch release reports a 117% Google Ads match-rate increase for Hardee’s and a 62% increase for Carl’s Jr.; these are reach measures, not revenue lifts.

## Latest updates

- **2026-10** — Official documentation states mParticle Analytics began sunsetting on October 1, 2026.
- **2026-06** — Launched Performance Engine on June 25, led by Audience Agent, with new Audience Expansion and Household Reach capabilities.
- **2026-02** — Expanded limited access to Match Boost and Composable/Hybrid Audiences; the announcement specified US-only Match Boost availability at that time.
- **2025-01** — Rokt announced a US$300 million investment and merger with mParticle.

## Links

- Website: https://www.mparticle.com/
- LinkedIn: https://www.linkedin.com/company/mparticle-inc-/
- Twitter/X: https://x.com/mParticle
- GitHub: https://github.com/mParticle
- Instagram: https://www.instagram.com/mparticle/
- Facebook: https://www.facebook.com/mParticle

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Profile page: https://yespress.io/rokt-mparticle
Published by YesPress — https://yespress.io
Last updated: 2026-10-16