Customer Data Firm mParticle Acquired for $300m

New York-based customer data platform mParticle has been acquired by eCommerce transaction optimization firm Rokt, for a total price of around $300m.

Founded in 2013, mParticle helps mobile app developers collect, organize and synchronize data, from mobile web and apps; and design and run personalization campaigns. Two and a half years ago the company acquired personalization platform Vidora, whose software helps to predict future user behaviour, and target / market accordingly.

Rokt, whose revenue was around $600m last year and growing fast, describes its mission as to unlock relevance in eCommerce and deliver value during the The Transaction Moment. In the last year, the firm has acquired Shopify partner company AfterSell, and last month it announced an investment valuing the company at $3.5bn.

Rokt's $300m covers both the purchase of mParticle and some immediate investment in it, according to Bloomberg. The merger creates a company promising an end-to-end solution encompassing first-party data management and activation across eCommerce, advertising and customer experience. mParticle will now be known as 'mParticle by Rokt', and the two firms' teams will continue to work from their current locations. mParticle co-founder and CEO Michael Katz (pictured with Rokt CEO Bruce Buchanan) will continue to lead the platform, while Andrew Katz becomes CTO of Rokt.

Web sites: www.rokt.com and www.mparticle.com .

Pictured L to R: Bruce Buchanan and Michael Katz

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.