For marketing and data teams unifying customer data across channels, Rokt mParticle (formerly mParticle, now part of Rokt) is a customer data platform that collects, unifies, and activates data so every downstream channel gets a consistent customer record.
Presence & Market Position
Tracked · below panel floor — earned mentions are accruing toward the next scored window.
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
Rokt mParticle is positioning itself as the customer-data foundation inside Rokt, unifying identities and events so marketing teams can activate a consistent record across channels. Its footprint in broader GTM conversation is early, with the current product story driven mainly by the company’s move from data plumbing toward agent-assisted decision making. Recent company activity centers on Audience Agent, which translates a marketer’s goal and first-party data into a concrete next step. The strategic role remains consistent underneath that interface: give downstream marketing systems a unified customer record they can use for targeting, personalization, and measurement.
Tealium
Uberall
Mastercard Dynamic Yield
CaptivateIQ
CongaHBO Max, Klarna, SoFi, Marks & Spencer, New York Post, Joe & The Juice, Tatcha, CKE, onX
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Business Profile
mParticle was founded in 2012 as a customer data platform and raised $267.7M over its life before being acquired, with the business now operating jointly as Rokt mParticle. The mParticle name and CDP product continue inside Rokt, which gains a real-time data-unification layer to pair with its own transaction-moment business, and leadership from the mParticle side has stayed in place through the transition. The combined entity runs at roughly 102 employees and has used the merger to fund new investment in agent-based audience tools built on top of the existing data infrastructure.
Agent Readiness
Measures how easily your agents can build on it — API, MCP, CLI, SDK, docs depth. Methodology →
mParticle documents both a developer API, with formal credential and access-scope management, and MCP server docs, alongside an Audience Agent shipped in 2026 that takes a plain-language goal and turns it into a ready-to-activate audience grounded in the underlying customer data. The arc points toward agents that reason over the data layer directly rather than only serve as a query interface for it.
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