mParticle
mParticle is a customer data platform that helps enterprises collect, unify, and activate first-party customer data in real time across 300+ marketing and analytics integrations. Founded in 2013 and acquired by Rokt in January 2025, it now serves global enterprise brands across media, retail, fintech, and consumer verticals.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What mParticle does
mParticle is a customer data platform (CDP) founded in 2013 and headquartered in New York City that helps enterprises collect, organize, and activate customer data across applications, websites, connected devices, and offline sources in real time. The platform is built on a hybrid cloud-native SaaS architecture hosted on AWS, combining real-time and batch processing with warehouse-native activation across 300+ out-of-the-box integrations spanning Salesforce, Snowflake, LiveRamp, Braze, Adobe, The Trade Desk, Google Marketing Platform, and Meta. Its product suite comprises the core mParticle Service for identity resolution and audience segmentation, the Analytics Service (formerly Indicative, acquired January 2022) for journey analytics, and the Cortex Service (formerly Vidora, acquired August 2022) for predictive and prescriptive AI — including Predictive Audiences, Match Boost, Audience Expansion, and Household Reach modules, plus a recently introduced agentic intelligence layer that translates natural-language goals into activation logic.
The company monetizes primarily through annual subscription contracts priced on MTU (monthly tracked user) and event-volume tiers with credit-based and usage-based overage mechanics, supplemented by professional services from its Customer Solutions Group. Go-to-market is hybrid: enterprise field sales target large organizations (HBO Max, NBCUniversal, Airbnb, Klarna, SoFi, Marks & Spencer, Joe & The Juice, Tatcha) through direct sales motions, while product-led growth motions — Trial, Accelerator, Growth, and Tech For Black Founders programs — acquire startups and high-growth companies with lower friction onboarding. Global operations span the United States, the United Kingdom (regional hub in London), Canada, and Australia, with full GDPR, CCPA, and Data Privacy Framework compliance to support regulated international customers.
In January 2025, mParticle was acquired by Rokt for $300 million in a 100% stake transaction and now operates as 'mParticle by Rokt,' retaining its product roadmap and co-founding executive team (with co-founder Sam Dozor appointed CTO of the combined entity). The first major product release post-merger, Hybrid CDP natively on the Snowflake AI Data Cloud (October 2025), signals continued investment in warehouse-native architecture and deeper ecosystem integration with strategic cloud and martech partners.
mParticle firmographics
Firmographics- Name
- mParticle
- Legal name
- mParticle, Inc.
- Website
- https://mparticle.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Short description
- mParticle is a customer data platform that helps enterprises collect, unify, and activate first-party customer data in real time across 300+ marketing and analytics integrations. Founded in 2013 and acquired by Rokt in January 2025, it now serves global enterprise brands across media, retail, fintech, and consumer verticals.
- Ownership category
- akta.pro rank
mParticle industry classification
Industry- Product category
- Customer Data Platform
- NAICS
- Software Publishers (51321), Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Metadata, Catalog & Semantic Layer for Data Platforms (HDAEABAJ)
Keywords
Where mParticle is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
mParticle business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Platform Subscription (MTU/Event-Based): Annual subscription pricing based on MTUs (mParticle IDs with activity in a calendar month) and/or events processed. Customers pay base fees for contracted volumes with additional overage fees for usage exceeding base levels. Tiered pricing structure where moving to higher tiers changes pricing for remainder of Term.
- Credit-Based Pricing: Annual credits model accounting for combination of events processed, storage periods and data evaluation. Customers purchase annual credits and pay additional fees for overages or additional credit purchases.
- Professional Services: Implementation, training, customization and other professional services provided through Customer Solutions Group, governed by separate Statements of Work.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Annual | MTU/Event-Based Subscription with tiered overage pricing |
| Subscription | Annual | Annual Credits Model |
| Freemium | Monthly | Free Trial Program |
| Freemium | Monthly | Accelerator Program |
| Subscription | Monthly | Growth Program |
| Freemium | Monthly | Tech For Black Founders Program |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
mParticle product offering
Product offeringCore offering
mParticle provides a customer data platform that enables enterprises to collect, organize, synchronize, and analyze customer data from applications, websites, connected devices, and offline sources in real time, and distribute it to analytics, AI, monetization, and data warehousing destinations across 300+ integrations. The platform combines real-time and batch processing with warehouse-native activation, AI-powered predictive intelligence (Cortex), and identity resolution to turn first-party customer data into measurable revenue outcomes.
Product overview
mParticle is a customer data infrastructure company offering a platform-as-a-modules architecture. The core offering consists of the mParticle Service (core customer data platform), supplemented by Analytics (formerly Indicative, a customer journey analytics platform) and Cortex (formerly Vidora, an AI/machine learning service). The platform is now branded as 'mParticle by Rokt' following a January 2025 merger. Performance-enhancing modules include Match Boost (identity resolution), Audience Expansion (lookalike modeling), Household Reach (household-level targeting), and Predictive Audiences (AI-driven audience scoring). The October 2025 Hybrid CDP launch introduced native Snowflake AI Data Cloud integration. The platform serves over 300 out-of-the-box integrations and positions itself as a 'Performance Engine' that transforms customer data into measurable revenue outcomes.
Differentiator
Problem solved
Functional benefit
Products and services
- mParticle Platform Core customer data infrastructure platform enabling enterprises to collect, organize, synchronize, and analyze data from applications, websites, connected devices, and offline data sources, and distribute data to analytics, AI, monetization, and data warehousing service providers across 300+ integrations. Targets enterprise marketing and data teams.
- Analytics Service (formerly Indicative) Customer journey analytics platform providing data visualization, understanding of customer moments, and integration of data sources to support optimization of customer engagement and retention. For enterprises needing journey analytics on top of customer data.
- Cortex Service (formerly Vidora) Artificial intelligence and machine learning service providing predictive and prescriptive AI models for customer data personalization, decisioning, segmentation, and audience scoring (e.g., churn likelihood, conversion likelihood, customer value prediction).
- Hybrid CDP on Snowflake Customer Data Platform with hybrid architecture combining warehouse-native capabilities with real-time activation, natively deployed on Snowflake AI Data Cloud for zero-copy data activation across enterprise data environments.
Quantifiable outcome
- 117%+ lift in Meta and Google Ads match rates for CKE brands using Match Boost
- +5 more outcomes
Companies that use mParticle
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles2 records
mParticle technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability5 records
Feature10 records
mParticle partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and strategic.
- SnowflakecoreSnowflake is a core integration partner. In October 2025, mParticle launched its Hybrid CDP natively on Snowflake AI Data Cloud as the first major product following the Rokt merger, enabling zero-copy data activation.
- SalesforcecoreSalesforce integration enables data activation to Salesforce Marketing Cloud and other Salesforce properties. mParticle serves customers alongside Salesforce Data Cloud as part of the broader CDP landscape.
- Amazon Web Services (AWS)coreAWS provides the underlying cloud infrastructure for mParticle's platform. mParticle has achieved AWS Advertising and Marketing Technology Competency status. AWS uses shared responsibility model where Amazon secures underlying infrastructure and mParticle secures hosted data and code.
- LiveRampcoreLiveRamp integration enables identity resolution and data connectivity for audience activation across programmatic and digital channels.
- BrazecoreBraze integration enables real-time customer engagement and messaging activation through mParticle's audience data.
- AdobecoreAdobe integration allows data activation to Adobe Experience Cloud and Marketing Cloud products including Adobe Analytics and Adobe Target.
- The Trade DeskcoreThe Trade Desk integration enables programmatic advertising activation and audience-based media buying using first-party data from mParticle.
- Google Marketing PlatformcoreGoogle Marketing Platform integration enables audience activation across Google's advertising and analytics products including Google Ads and Google Analytics.
- Meta (Facebook)coreMeta/Facebook integration enables social advertising activation and audience matching for Facebook and Instagram marketing campaigns.
- MACH AlliancestrategicmParticle is a member of the MACH Alliance, an independent group of technology companies advocating for open, best-of-breed enterprise technology ecosystems. MACH stands for Microservices, API-first, Cloud-native, and Headless architectures.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
mParticle competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
mParticle social profiles
Digital presencemParticle compliance and trust
Trust signalCompliance3 records
mParticle financial estimates
Financial estimateRevenue estimate
Valuation estimate
mParticle leadership team
Management profileNumber of profiles
Profiles11 records
mParticle subsidiaries and ownership
Company hierarchySubsidiaries5 records
mParticle funding detail
Funding detailFunding overview
Funding rounds10 records
Investors21 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mParticle M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mParticle
What does mParticle do?
mParticle provides a customer data platform that enables enterprises to collect, organize, synchronize, and analyze customer data from applications, websites, connected devices, and offline sources in real time, and distribute it to analytics, AI, monetization, and data warehousing destinations across 300+ integrations. The platform combines real-time and batch processing with warehouse-native activation, AI-powered predictive intelligence (Cortex), and identity resolution to turn first-party customer data into measurable revenue outcomes.
Is mParticle a public or private company?
mParticle is a private company. It is classified as corporate owned and is currently acquired.
When was mParticle founded?
mParticle was founded in 2013. It employs 251 to 500 people.
Where is mParticle based?
mParticle is headquartered in New York, United States, in the North America region.
How does mParticle make money?
Three revenue lines are on record. Platform Subscription (MTU/Event-Based) is the primary driver. The others are credit-Based Pricing and professional Services.
Does mParticle have an API?
Yes. mParticle provides APIs (mParticle APIs) for server-to-server data integration, enabling customers to send data directly to the platform. The platform offers an mParticle SDK for web and mobile applications. Documentation is available at docs.mparticle.com, including separate documentation for the Cortex Service at vida.com/docs/ Developer documentation is at docs.mparticle.com.
What industry is mParticle in?
mParticle's product category is Customer Data Platform. Its primary akta.pro industry code is HDAEABAJ, Metadata, Catalog & Semantic Layer for Data Platforms. Its NAICS code is 51321 and its SIC code is 7372.