Startups > mParticle

mParticle

mParticle unifies customer data across touchpoints for real-time marketing activation.

Series A $272M total Founded 2013 United States

mParticle is a real-time customer data platform (CDP) purpose-built for multi-channel consumer brands to unify data from web, mobile, CRM, and third-party sources. The platform standardizes and enriches data in real-time before activating it across 300+ downstream systems including analytics, marketing automation, and data warehouses. Founded in 2013 with native mobile SDKs as architectural DNA, mParticle differentiates through superior mobile data collection, data quality enforcement (Data Planning), and identity resolution (IDSync). In January 2025, mParticle was acquired by Rokt for $300 million to create a hybrid CDP combining real-time activation with cloud-native analytics.

Problem solved

Enterprise brands struggle to unify fragmented customer data across mobile, web, CRM, and third-party sources while maintaining data quality and enabling real-time activation.

Target customer

Enterprise consumer brands with complex multi-channel operations (e-commerce, streaming, fintech, hospitality) processing significant event volume ($156K+ annual contracts)

Website LinkedIn Crunchbase

Founders

Michael Katz

CEO & Co-Founder

Founded and took interclick public in 2009, sold to Yahoo for $270M in 2011; founded mParticle in 2013.

Andrew Katz

Co-Founder

Co-founder of mParticle; became Chief Technology Officer of Rokt post-acquisition in January 2025.

Dave Myers

Co-Founder

Co-founder of mParticle; continues in executive capacity.

Funding history

Series A $15M January 2016 Led by Unknown · Unknown

Series B $17.5M October 2016 Led by Bain Capital Ventures · Social Capital

Series C $35M September 2017 Led by Harmony Partners · Bain Capital Ventures, Social Capital

Series E $150M October 2021 Led by Permira · Existing investors

Acquisition $300M January 2025 Led by Rokt · N/A

Total raised: $272M

Industries

Analytics Big Data Data Integration Enterprise Software Marketing Automation

Pricing

Enterprise-only, value-based pricing model using mParticle Credits driven by event volume, profile count, and feature usage. Average contract value exceeds $156,000 annually. No free tier.

Notable customers

NBCUniversal, Burger King, Airbnb, PayPal, JetBlue, Venmo, Spotify, HBO Max, Marks & Spencer, SoFi, Trade Republic, Restaurant Brands International, Starwood

Integrations

300+ pre-built integrations including Snowflake, analytics platforms, marketing automation systems, data warehouses, CRM systems, and advertising platforms

Website

mparticle.com/

Competitors

Twilio Segment

Broader CDP platform acquired by Twilio; competitive in event streaming but mParticle differentiates with superior mobile data collection and data quality enforcement.

Tealium Customer Data Hub

Alternative CDP solution; less specialized in mobile-first architecture and real-time event processing.

Bloomreach

Commerce-focused CDP; broader in scope but less specialized in real-time mobile data collection.

Capillary Technologies

Retail-focused CDP; narrower use case compared to mParticle's multi-channel approach.

Why this matters: mParticle is notable for being the rare CDP founded specifically around mobile-first architecture in 2013—a structural advantage competitors couldn't easily replicate when they bolted on mobile support later. The $300M Rokt acquisition validates the strategic value of unified customer data infrastructure and signals strong market consolidation in the CDP space.

Best for: Enterprise consumer brands managing 1M+ monthly users across multiple channels who need real-time data unification, quality enforcement, and activation at scale.

Use cases

E-commerce Real-Time Personalization

An online retailer uses mParticle to unify customer behavior data from web, mobile app, and email in real-time, then activates personalized product recommendations across all channels. The platform's event streaming architecture ensures recommendations are delivered within seconds of customer behavior, increasing conversion rates.

Multi-Channel Identity Resolution

A streaming service uses mParticle's IDSync to create a unified customer view across web browsers, mobile apps, smart TVs, and third-party platforms. This enables consistent messaging and prevents duplicate marketing efforts while ensuring accurate usage tracking.

Data Quality Governance

A fintech company uses mParticle's Data Planning feature to enforce consistent event schemas across 50+ mobile and web applications before data reaches downstream analytics and marketing systems. This prevents bad data from corrupting segmentation and reporting.

Journey Analytics & Predictions

A hospitality brand uses mParticle's Cortex AI predictions to identify high-value customers likely to churn, then activates targeted retention campaigns. Real-time event processing ensures models are constantly updated with latest customer behavior.

Alternatives

Segment (by Twilio) Broader generalist CDP with stronger brand recognition; mParticle differentiates with purpose-built mobile architecture and superior data quality enforcement from the ground up.

Tealium Tag management and CDP hybrid; mParticle focuses purely on CDP with deeper real-time event streaming and mobile SDK optimization.

Rudderstack Open-source alternative with lower enterprise support; mParticle provides managed, compliance-heavy solution for regulated industries at scale.

FAQ

What does mParticle do? +

mParticle is a real-time customer data platform that unifies data from web, mobile, CRM, and third-party sources into a single API, standardizes and enriches it, then activates it across 300+ downstream systems. The platform was engineered from the ground up for mobile data collection and real-time event streaming, with particular strength in data quality enforcement and identity resolution.

How much does mParticle cost? +

mParticle uses value-based enterprise pricing driven by event volume, profile count, and feature usage via mParticle Credits. Average contract value exceeds $156,000 annually. There is no free tier or public pricing—contact sales for a quote.

What are alternatives to mParticle? +

Top alternatives include Segment (broader generalist CDP by Twilio), Tealium (tag management + CDP hybrid), Bloomreach (commerce-focused), and Rudderstack (open-source option). Segment is the most direct competitor in terms of market positioning.

Who uses mParticle? +

Enterprise consumer brands including NBCUniversal, Airbnb, PayPal, Spotify, JetBlue, HBO Max, and SoFi. The platform serves companies processing 1B+ monthly users, $5B+ in transactions, and 250B+ monthly API calls.

How does mParticle compare to Segment? +

mParticle differentiates through purpose-built mobile architecture (engineered for native mobile SDKs from 2013 founding), superior data quality enforcement via Data Planning, and real-time event processing. Segment offers broader platform features and stronger brand recognition but is less specialized in mobile-first data collection.

What happened in January 2025? +

Rokt acquired mParticle for $300 million to create a hybrid CDP combining Rokt's e-commerce transaction expertise with mParticle's real-time CDP capabilities. Founders Michael Katz (CEO), Andrew Katz (CTO of Rokt), and Jason Lynn (CPO) all remain in leadership roles.