Building on a Shared Vision
Rokt’s $300 million investment in mParticle accelerated a shared vision: to build the most capable, enterprise-ready customer data platform in the market. By combining Rokt’s expertise in the Transaction Moment™ with mParticle’s real-time data foundation, we’re enabling enterprises to deliver greater relevance in every interaction across ecommerce, advertising, and customer experience.
That vision is taking shape fast. In recent months, we’ve expanded how brands capture, connect, and activate first-party data in real time—and just launched the Hybrid CDP, giving enterprises the ability to work across real-time and warehouse environments, both side by side and together, without compromise. Our next phase strengthens that foundation with deeper identity resolution, smarter intelligence, and more flexibility across enterprise data infrastructure.
Looking ahead, our roadmap investment is focused on four critical innovation pillars:
Enterprise Architecture, Control, and Scale
The Hybrid CDP represents the next stage of mParticle’s architecture: a single system that connects real-time pipelines with cloud data warehouses so teams can access and activate data wherever it lives. It gives enterprises the flexibility to build on their existing investments while maintaining the governance, performance, and cost efficiency needed to scale with confidence.
The Hybrid CDP
The new Hybrid CDP brings real-time and warehouse-native activation together in a single, marketer-friendly experience. Teams can move seamlessly between in-session personalization and large-scale campaign activation, using one system to deliver faster insights and more elevated, consistent experiences across every channel.
Enterprise-Grade Observability
Expanded auditing and monitoring capabilities strengthen compliance, streamline troubleshooting, and build trust through greater transparency and control. With full visibility into how data moves and activates across the stack, enterprises can maintain confidence in performance and governance at any scale.
Advanced Real-Time Identity
mParticle was built on the belief that real-time identity is the foundation of every connected customer experience. Our identity solution resolves fragmented customer signals across devices and platforms in real time, turning unknown users into known customers, linking activity across channels, and giving enterprises full control over privacy and compliance. With a more complete and confident understanding of each customer, brands can deliver more relevant experiences and close the loop on campaign attribution—improving paid media match rates, measuring impact with precision, and optimizing spend even as third-party cookies and mobile IDs disappear.
We’re continuing to invest in our identity framework to deliver even greater accuracy, trust, and performance in every interaction. A key area of focus is bringing observability to real-time identity resolution, helping clients better manage personalization in one of the most complex and valuable areas of modern ecommerce.
Identity Observability
New initiatives will give teams deeper visibility into how customer identities are created, linked, and maintained across systems. This transparency will make it easier to validate identity decisions, strengthening governance, and laying the groundwork for more advanced tools that help brands personalize with greater precision and confidence.
Real-Time Account Disambiguation
Accurately identify which customer is active when multiple accounts share a device or browser. By aligning each session with the right profile in real time, brands can protect data accuracy, maintain loyalty integrity, and deliver more relevant experiences across every interaction.
Embedded Intelligence
We’re continuing to embed advanced intelligence and agentic capabilities across the audience activation lifecycle. Powered by Cortex, our proprietary AI and machine learning engine that adapts and acts in real time, teams can build and apply predictive models directly within their workflows to forecast behavior, optimize engagement, and measure performance—all without leaving the platform.
Improved AI Predictions Workflow
Improved workflows will enable marketers to use AI features through visual tools, simplifying decision-making and reducing learning friction.
Agentic Experiences
We’re introducing agentic capabilities directly into core marketing workflows, including improved new predictions and segmentation agents to boost precision and effectiveness, while reducing manual work.
More Performant Audiences
mParticle connects audience strategy directly to performance. By combining real-time behavioral signals with the scale and depth of warehouse data, marketers can define, refine, and activate audiences autonomously—building segments that adapt in the moment and deliver stronger results across every touchpoint.
Audience creation has always been a marketer favorite within mParticle, and we’re continuing to build on that strength with the industry’s most robust, intuitive tools that keep pace with evolving customer behavior. These enhancements give teams greater agility to improve match rates, optimize campaign performance, and deliver more relevant experiences with every engagement.
Match Boost
Marketers can match more of their known customers to major advertising platforms, including the Rokt network—without increasing spend or relying on fragile identifiers. Match Boost appends trusted, privacy-compliant third-party identifiers to existing customer records, raising match rates by more than 25% and strengthening both paid media performance and the relevance of every interaction.
Audience Expansion
Teams can grow their highest-performing audiences and reach new customers who look and act like their best ones. Starting from a seed audience, mParticle uses machine learning and your first-party data to identify additional users with similar attributes and behaviors, broadening the reach of your known audience. This seamless addition to existing workflows eliminates trial-and-error segmentation and delivers higher-quality audiences ready for activation. When paired with Rokt’s lookalike modeling, brands can go a step further by finding new customers across Rokt’s high-intent network who resemble their best ones.
Audience Insights
Marketers gain a clearer understanding of audience quality and impact, both before activation and after campaigns run. With visibility into size, reach, and cross-audience overlap, these insights help marketers reduce redundancy, fine-tune targeting, and make every audience more effective.
These innovations represent more than feature releases—they reflect how we’re advancing a shared vision for first-party, enterprise data within Rokt. Every enhancement, from real-time identity to Hybrid Audiences, strengthens the foundation that helps brands move faster, make smarter decisions, and deliver more relevant experiences across every channel.
