Attribution & Analytics
Rokt mParticle
mParticle is a real-time customer data platform that merged with ecommerce technology company Rokt in January 2025 and now operates as Rokt mParticle. It collects events from apps, websites, and business systems, enforces data quality, resolves customer identities, builds profiles and audiences, and activates data through a large integration catalog while maintaining a distinct CDP product and team within Rokt. It fits multi-channel brands that need governed real-time customer data connected to analytics, engagement, advertising, and personalization systems.
What it does
Rokt mParticle is a customer data platform that ingests events from mobile apps, websites, servers, and back-office systems through a single SDK and API layer, then cleans, validates, and standardizes that data before anything downstream consumes it. Its identity resolution stitches device, login, and anonymous identifiers into unified customer profiles, which power real-time audiences that can be activated to advertising, messaging, analytics, and personalization tools through a large connection catalog. Data quality controls let teams block malformed events and enforce a consistent schema. Following the 2025 merger with Rokt, it continues as a distinct CDP product aimed at multi-channel brands that need governed, real-time data flowing reliably between their collection points and their growth stack.
Where it fits
Rokt mParticle sits at the data collection and setup stage, feeding clean, identity-resolved events to the analytics, advertising, and personalization tools downstream.
Core features
- Single SDK and API for collecting events across apps, web, and servers
- Data quality rules that validate and block malformed events
- Identity resolution into unified real-time customer profiles
- Audience builder activating segments across the connection catalog
- Large integration library for ads, analytics, and engagement tools
Best for
- Multi-channel brands needing governed real-time customer data
- Data teams enforcing event schema and quality at the source
- Growth stacks activating audiences across many destinations
Beginner notes
- Design your data plan and event schema before instrumenting; the platform's quality controls only help if you define expected events up front.
- Start with a few high-value destinations rather than wiring every integration at once.
- Use identity resolution settings carefully, since how you map identifiers determines whether profiles merge correctly.