Rokt expands into CDP with mParticle

The mParticle deal turns Rokt from a checkout ad vendor into a system of record for customer intent. Before, Rokt mainly made money when a shopper accepted an offer at checkout. With mParticle, it can also collect behavior from sites, apps, and CRM tools, stitch that into a live customer profile, and push that profile into email, messaging, and ad tools. That gives Rokt a bigger share of the ecommerce software budget and makes its checkout product harder to replace.

• mParticle adds a classic CDP workflow. A retailer sends in events from its storefront and other tools, mParticle builds a unified profile, then syncs audiences and triggers into tools like Braze and Iterable. Rokt can now connect the moment before checkout, the checkout itself, and the follow up message after purchase in one stack.
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• The price also mattered. Rokt bought mParticle for $300M in January 2025, well below mParticle's 2021 $800M valuation, and around the level of its total funding raised. That let Rokt buy an established enterprise data product at a discount instead of building a CDP from scratch.
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• This follows the same bundling pattern seen across customer data. Segment moved into messaging through Twilio Engage, and other CDP players have added adjacent products because buyers want fewer tools with clearer ROI. CDPs survive budget pressure better than generic data plumbing because marketers can tie them directly to conversion lift and media efficiency.
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Going forward, this makes Rokt look less like a narrow ad network and more like an ecommerce operating layer. The next step is clear, use mParticle data to decide not just which checkout offer to show, but which product, message, and channel to use across the full customer journey. That expands Rokt from monetizing transactions to shaping them.