Rokt Invests $300 Million in mParticle to Define Real-time Relevance

Rokt, a leading company in e-commerce and real-time relevance technologies, has announced a $300 million investment in mParticle, a customer data platform. This merger aims to create a unique offering that leverages real-time customer data relevance across e-commerce, advertising, and customer experiences. Bruce Buchanan, CEO of Rokt, emphasized the improved outcomes for shared customers as a primary motive. Michael Katz, CEO of mParticle, highlighted the merger as a convergence of the best of both companies, enabling clients to activate their data in real-time while retaining full ownership. The merger aligns with Rokt's strategic growth initiatives, which notably include the acquisition of AfterSell, the introduction of new AI tools, and key leadership appointments. Rokt has reported a revenue growth of over 40% to $600 million, demonstrating notable expansion and innovation. Both companies prioritize full first-party data control in compliance with industry privacy standards. The transaction is set against a backdrop of significant global activity in the e-commerce landscape and solidifies Rokt's position as a formidable global player.