Vidora
Vidora (now mParticle Predictions) provides Cortex, a no-code machine learning platform for consumer data that automates feature engineering, model selection, and real-time next-best-action decisioning for enterprise marketing, product, and data teams.
- Company typePrivate
- Founded2014
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Vidora does
Vidora is a San Francisco-based machine learning company that built Cortex, a no-code ML platform purpose-built for consumer behavioral data. Cortex automates the full ML pipeline — data wrangling, automated feature engineering across multiple time horizons, metalearning-based model selection, and deployment — and adds a real-time decisioning layer that combines batch and streaming behavioral signals to produce next-best-action and next-best-offer decisions at millisecond latency. The platform exposes its capabilities through a JavaScript Decisioning SDK, REST APIs for behavioral data ingestion and predictions, and pre-built pipeline types covering future-events prediction, uplift modeling, look-alike segmentation, classification, regression, and personalized recommendations. Underlying models span gradient-boosted trees, random forests, neural networks, collaborative filtering, and Isolation Forest for anomaly detection, with all automated through the no-code interface.
Vidora serves enterprise marketing, product, and data teams in media, retail/e-commerce, real estate, and financial services. Named customers include Walmart, News Corp Australia, New York Post, Discovery, MobiTV (Xperi), and Nutrafol, with reported outcomes such as a 400% e-commerce revenue lift for a fast-fashion retailer, 3x subscription-conversion gains, 5.5% churn reduction, and 77% accuracy on lead-to-subscriber prediction. The business model is enterprise SaaS with quote-based annual contracts, sold through a direct field-sales motion supported by customer success.
In August 2022, Vidora was acquired by mParticle and now operates as mParticle Predictions, integrating Cortex into mParticle's customer data platform under GDPR, CCPA, and EU/U.S./Swiss-U.S. Data Privacy Framework compliance. The company was founded by Alex Holub (CEO, Caltech PhD), Abhik Majumdar (CTO, Berkeley PhD), and Philip West (Head of Product, Stanford), all previously at Ooyala. The firm runs on 11-50 employees based in San Francisco.
Vidora firmographics
Firmographics- Name
- Vidora
- Legal name
- Vidora, LLC
- Website
- https://vidora.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Vidora (now mParticle Predictions) provides Cortex, a no-code machine learning platform for consumer data that automates feature engineering, model selection, and real-time next-best-action decisioning for enterprise marketing, product, and data teams.
- Ownership category
- akta.pro rank
Vidora industry classification
Industry- Product category
- Machine Learning Software
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB)
- akta.pro secondary industries
- Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG), Search, Discovery & Ranking Personalization (HDAAAGAE)
Keywords
Where Vidora is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Vidora business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS/Cloud Platform Subscription: Cortex is a cloud-based machine learning platform offered as a SaaS solution. The platform is described as a service enabling enterprise customers to deploy and monitor ML models, suggesting a subscription-based revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise SaaS pricing - quote-based |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Vidora product offering
Product offeringCore offering
Vidora sells Cortex, a no-code machine learning platform purpose-built for consumer data that automates the full ML pipeline — data ingestion, wrangling, feature engineering, model selection, deployment, and real-time decisioning. The platform is delivered as enterprise SaaS and is used by marketing, product, and data teams to power use cases such as churn reduction, subscription conversion, personalization, audience segmentation, and next-best-action/offer decisioning.
Product overview
Vidora's primary offering is Cortex, a no-code machine learning platform for consumer data that enables customer-facing teams to quickly build, deploy, monitor, and realize value from ML decisioning. The platform consists of the Cortex core product plus specialized pipeline types (Future Events, Uplift, Look Alike, Classification, Regression, Recommendations) that automate the ML pipeline from data wrangling through model deployment. Real-time Decisioning capabilities enable next-best-action and next-best-offer decisioning at millisecond latency. The Decisioning SDK and Personalization API enable integration into client applications. Vidora was acquired by mParticle in August 2022 and now operates as mParticle Predictions.
Differentiator
Problem solved
Functional benefit
Products and services
- Cortex
- Cortex Real-Time Decisioning Real-time ML decisioning framework that combines batch historical and real-time behavioral data to make next-best-action and next-best-offer decisions at millisecond latency. Targets both registered and anonymous users.
- ML Pipeline Automation Automated machine learning pipeline tools that handle data wrangling, feature engineering, and model selection across hundreds of millions of users and billions of behavioral events without requiring data science expertise.
- Decisioning SDK JavaScript SDK for embedding real-time ML decisioning into client applications, supporting anonymous and registered users, real-time and historical data, explore-exploit functionality, prescriptive modeling, and weighted business rules.
- Personalization API Low-latency API for real-time content recommendations including content recommendations, category recommendations, similar content, and trending content, designed to scale to 100 million+ users.
- Future Events Pipeline Predicts conversion probability for future user actions (e.g., likelihood to purchase, subscribe, or churn) using automated feature engineering and model selection within Cortex.
- Uplift Pipeline Prescriptive modeling pipeline that predicts the incremental impact of marketing interventions on user conversion probability, used to optimize next-best-action and next-best-offer decisions.
- Look Alike Pipeline Builds audience segments by finding users similar to a positive seed sample using Isolation Forest and other algorithms, supporting ad targeting and user acquisition use cases.
- Classification Pipeline Classifies users into discrete categories (e.g., high vs. low value, homeowner vs. non-homeowner, student vs. non-student) using automated model selection within Cortex.
- Regression Pipeline Predicts continuous values for users such as household income, property value, or predicted spend using linear regression and gradient boosted trees within Cortex.
- Recommendations Pipeline Generates ranked lists of items for each user with confidence scores using collaborative filtering and neural networks, with per-user score distributions summing to 1.
- mParticle Predictions Brand under which Cortex ML prediction capabilities are offered to mParticle customer data platform customers as part of the integrated mParticle suite, combining customer data integration with machine learning decisioning.
Quantifiable outcome
- 400% increase in e-commerce revenue
- +7 more outcomes
Companies that use Vidora
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles4 records
Vidora technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability7 records
Feature6 records
Vidora partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and supporting.
- mParticlecoremParticle acquired Vidora in August 2022. Vidora's Cortex platform is now integrated with mParticle's customer data platform. mParticle customers can integrate their customer data with the Vidora Cortex platform, with the combined offering increasing the value of customer data through ML predictions.
- Google CloudcoreNative integration with Google Cloud Storage for data ingestion and export. Enables customers to use GCS as a data source and destination for ML predictions.
- Amazon Web Services (AWS)coreNative S3 integration for data ingestion and export. Customers can use AWS S3 as data source and destination for ML pipelines.
- Microsoft AzurecoreAzure Blob Storage integration for data ingestion and export capabilities.
- SnowflakecoreIntegration with Snowflake data warehouse for enterprise data storage and retrieval.
- Twilio SegmentcoreBidirectional integration enabling customer data to flow from Segment to Cortex and ML predictions to be sent back to Segment. Nutrafol case study showed integration set up in less than 4 hours.
- Salesforce Marketing CloudsupportingIntegration enabling ML predictions to be activated through Salesforce Marketing Cloud for personalized marketing campaigns.
- Adobe AnalyticssupportingData source integration from Adobe Analytics enabling behavioral data to fuel ML models.
- MixpanelsupportingData source integration from Mixpanel for behavioral analytics data ingestion.
- TealiumsupportingCDP integration enabling customer data from Tealium to fuel ML models.
- TableausupportingVisualization integration enabling ML results to be visualized in Tableau dashboards.
- MoEngagesupportingMarketing automation platform integration for activating ML-driven campaigns.
Scale indicators11 records
Recent moves7 records
Expansion highlights5 records
Vidora competitors and assessment
Company assessmentDirect peers
- DataRobot: DataRobot is an enterprise AutoML platform that automates model building, deployment, and monitoring. It is a direct peer to Vidora's Cortex in delivering automated ML pipelines to enterprise data teams.
- H2O.ai: H2O.ai provides an enterprise AI/ML platform with automated machine learning, feature engineering, and model deployment — closely matching Cortex's pipeline automation capabilities.
- Pecan AI: Pecan AI is a no-code predictive analytics platform focused on marketing and customer behavior use cases, comparable to Cortex's consumer data decisioning positioning.
- dotData: dotData offers an AutoML platform with automated feature engineering and model deployment, directly overlapping with Cortex's automated ML pipeline approach.
- Obviously AI: Obviously AI is a no-code ML platform that lets business users build and deploy predictive models quickly, similar to Cortex's no-code consumer ML positioning.
Broad incumbents
- Google Vertex AI: Vertex AI is Google's full-stack ML platform offering AutoML, custom training, and MLOps. It competes broadly with Cortex for enterprise ML workloads but as part of a much wider cloud portfolio.
- Amazon SageMaker: Amazon SageMaker is AWS's end-to-end ML platform. It overlaps with Cortex in providing automated model building and deployment, but as part of the broader AWS ecosystem and not a consumer-data specialist.
- Databricks: Databricks provides a unified data and AI platform with AutoML and MLflow capabilities. It competes with Cortex for enterprise ML workloads, especially customers standardized on lakehouse architectures.
Emerging players
- Tecton: Tecton is a feature platform that enables ML teams to build, serve, and manage features for production models. It overlaps with Cortex's automated feature engineering capabilities, particularly for real-time decisioning.
Others
- Segment (Twilio): Segment is a customer data platform and existing Cortex integration partner. It is comparable as an ecosystem participant that feeds consumer data into ML decisioning systems like Cortex.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Vidora social profiles
Digital presenceVidora compliance and trust
Trust signalCompliance5 records
Vidora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vidora leadership team
Management profileNumber of profiles
Profiles3 records
Vidora funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vidora M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vidora
What does Vidora do?
Vidora sells Cortex, a no-code machine learning platform purpose-built for consumer data that automates the full ML pipeline — data ingestion, wrangling, feature engineering, model selection, deployment, and real-time decisioning. The platform is delivered as enterprise SaaS and is used by marketing, product, and data teams to power use cases such as churn reduction, subscription conversion, personalization, audience segmentation, and next-best-action/offer decisioning.
Is Vidora a public or private company?
Vidora is a private company. It is classified as corporate owned and is currently acquired.
When was Vidora founded?
Vidora was founded in 2014. It employs 11 to 50 people.
Where is Vidora based?
Vidora is headquartered in San Francisco, United States, in the North America region.
How does Vidora make money?
One revenue line is on record: saaS/Cloud Platform Subscription.
Who are Vidora's main competitors?
Direct peers on record are DataRobot, H2O.ai, Pecan AI, dotData and Obviously AI. Broad incumbents are Google Vertex AI, Amazon SageMaker and Databricks. Tecton is listed as an emerging player. Segment (Twilio) is listed as an others.
Does Vidora have an API?
Yes. Cortex provides multiple APIs for data ingestion, pipeline management, and prediction deployment. Data ingestion APIs include: Behavioral API (for user events), Items API (for product/content items), and User Privacy API (for data deletion requests). Deployment APIs include: Predictions API, Pipelines API, Personalization API, and Category Recommendations API. APIs enable continuous data ingestion, pipeline creation and management, and real-time decisioning deployment. Real-Time Decisioning SDK features include: embed into products, target anonymous and registered users, use real-time and historical data, add new actions, set business rules, visualize conversion increases, specify testing vs. optimizing mix, and leverage prescriptive modeling (Uplift models). Developer documentation is at www.vidora.com/docs.
What industry is Vidora in?
Vidora's product category is Machine Learning Software. Its primary akta.pro industry code is HDAEANAB, Model Development & Training Platforms (AutoML, Notebooks, Feature Stores), with a secondary code of BPAFAFAG, Personalization, Testing & Conversion Rate Optimization (CRO). Its NAICS code is 541511 and its SIC code is 7372.