Rokt announced its 300 million dollar merger with mParticle on January 16, 2025, combining Rokt’s ecommerce transaction optimization platform, which processes 6.5 billion transactions annually, with mParticle’s real-time customer data platform. The deal represents the largest CDP acquisition in the 2025 consolidation wave and positions the combined entity at the intersection of customer data infrastructure and commerce monetization.
Bruce Buchanan, Rokt CEO, cited measurable synergies: joint clients achieve “up to 50% better outcomes” when leveraging both platforms together. Michael Katz, mParticle CEO, described the merger as enabling “real-time data activation while maintaining complete ownership and control” of customer data.
Rokt committed to doubling total investment into the CDP and accelerating mParticle’s product roadmap. The leadership structure preserves continuity: Michael Katz remains mParticle CEO, Andrew Katz becomes Rokt CTO leading innovation and data security across all products, and Jason Lynn remains mParticle Chief Product Officer. All three founders join the Rokt executive team.
The merger reflects a broader pattern in the CDP market where data platforms are being absorbed into commerce and activation-focused companies rather than other marketing technology vendors. The value of customer data is shifting from insight generation toward real-time decisioning at the point of transaction.
For existing mParticle customers, the merger signals continued platform development with greater resources, though the strategic direction will increasingly prioritize commerce and transaction-adjacent use cases alongside traditional marketing activation.
Related: the standalone CDP disappearing through acquisitions | the agentic data platform rewriting customer data
