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Roktthe global leader in ecommerce that unlocks real-time relevance when it matters most, announced a US $ 300 million investment in mParticle, a leading customer data platform (CDP), to create an unparalleled offering to unlock real-time relevance in e-commerce, advertising and customer experience. This partnership combines Rokt’s expertise to bring relevance to ecommerce transaction moments with mParticle’s real-time CDP, enabling businesses to unlock the potential of their customer data. Rokt will double the total investment in the CDP and accelerate the innovation and delivery of the mParticle product roadmap.
“Across billions of e-commerce transactions, we’ve seen common customers achieve significantly better consumer and business outcomes when using mParticle – up to 50% better,” he said. Bruce BuchananCEO and co-founder of Rokt. “This merger will allow us to deliver a significant increase in performance to all of our customers. We are excited to join forces with the mParticle team to accelerate the life of our vision, enabling everyone to unlock the moments that matter most.”
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“Our mission at mParticle has always been to simplify the complexity of managing customer data and empower multi-channel brands to create meaningful connections with their customers on every screen,” he said. Michael KatzCEO of mParticle. “Adding the capabilities of mParticle and Rokt offers the best of both worlds – a new class of solutions where customers can activate their real-time data to immediately impact business results while maintaining full ownership and control of their customer data.
The combined entity will ensure that brands continue to maintain complete control over first-party data, aligned with both companies’ commitment to setting the standard for data privacy and compliance. As part of the merger, mParticle’s founders will all remain in the business – Michael Katz will continue to be CEO of mParticle, Andrew Katz will become Rokt’s Chief Technology Officer to drive innovation and data security across all products, Jason Lynn will remain mParticle’s Chief Product Officer, and all three will join Rokt’s executive team.
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The merger follows a year of significant growth and new initiatives for Rokt, including accelerating revenue growth of more than 40% year over year, for US$600 million. In early 2024, Rokt announced the acquisition of AfterSell and the launch of its new generative AI tool, ACE, which helps advertisers maximize their return on ad spend. In addition, Rokt announced key appointments to its executive leadership team in 2024, including Jacqueline Purcell as Chief Financial Officer and Claire Southey as Chief Product Development Officer.
