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mParticle (Rokt mParticle)
Mobile-first CDP acquired by Rokt in January 2025 (US$300M, 100% stake). Rokt powers ecommerce transaction-moment relevance; mParticle provides the upstream profile unification and governance layer. Core: IDSync identity resolution, Data Master schema enforcement, Audiences, Custom Rules, Events/Profile/Firehose APIs. Cortex AI predictive models — sold separately. 'Hundreds of vendors' integration footprint. Strongest in mobile-first B2C digital brands. Not included in Gartner MQ 2026 — did not meet inclusion criteria for CDP customers and contract value.
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