mparticle
mParticle is a customer data platform founded in 2012 by Michael Katz, Andrew Katz, and Dave Myers.
Profile
A customer data platform that collects, unifies, and activates customer data across web, mobile, and backend systems in real time.
mParticle is a customer data platform founded in 2012 by Michael Katz, Andrew Katz, and Dave Myers. Katz and his brother are serial martech entrepreneurs—they previously founded Interclick, which went public in 2009 before Yahoo acquired it for $270 million in 2012, the same year they started mParticle. The company spent its first three years in stealth development before launching to market in 2015.
Built for multi-channel brands like Walmart, Starbucks, McDonald's, Airbnb, and Spotify, mParticle collects and unifies customer data from web, mobile, and backend systems, processing 250 billion API calls monthly and managing $5 billion in transactions. By 2024, the company reached $76 million in annual recurring revenue with 150 enterprise customers and a 5% churn rate, demonstrating strong retention and 150% net retention expansion. The platform is particularly strong in mobile data collection, real-time event processing, and data quality.
In January 2025, e-commerce marketing company Rokt acquired mParticle for $300 million (roughly aligned with the capital mParticle had raised), making it a significant consolidation play in the CDP market. The deal kept mParticle's founders intact—Michael Katz as CEO, Andrew Katz as Rokt's CTO overseeing innovation and data security, and Jason Lynn (who returned as CPO in August 2024) on Rokt's executive team. In October 2025, just nine months after the acquisition, Rokt mParticle launched a Hybrid CDP on Snowflake, combining real-time activation with cloud-native flexibility—marking the company's first major product evolution under Rokt ownership.
However, the company's path to acquisition was turbulent: layoffs hit 19 employees (10% of the workforce) in January 2024, and another 32 (13%) in January 2023. Glassdoor reviews from the period indicate mixed sentiment—some employees praised the technical talent and collaborative culture, while others cited micro-management, leadership instability, and fear-driven culture changes tied to the consolidation.
Who buys this
- Multi-channel retailers and e-commerce brands with annual tech spend >$5M
- Media and entertainment companies using CDP for audience activation and personalization
- Financial services and fintech firms building unified customer profiles
- Quick-service restaurant and hospitality chains optimizing customer experience
- Direct-to-consumer brands leveraging first-party data and real-time analytics
Publicly disclosed clients
- Walmart
- Starbucks
- McDonald's
- Airbnb
- Spotify
- HBO Max
- JetBlue
- SoFi
Strengths and what to watch
Strengths
- Net retention of ~150% indicates strong expansion revenue and product-market fit with existing customers.
- Mobile-first data collection and real-time event processing; handles 250 billion API calls monthly with industry-leading event throughput.
- Strategic fit with Rokt's e-commerce platform now enables real-time activation tied to transaction moments, with reported 50% uplift in joint customer outcomes.
Watch for
- Two rounds of significant layoffs (32 employees in Jan 2023, 19 in Jan 2024) signaled pre-acquisition turbulence and ongoing cost pressure.
- Glassdoor reviews from 2024–2025 indicate divided employee sentiment: while technical talent is strong, reports of micro-management and disconnected leadership after the Rokt acquisition warrant attention to execution and culture stability.
- Rokt acquisition for $300M was a near-acqui-hire with limited upside; success depends entirely on Rokt's ability to drive synergies and product integration (early sign: Oct 2025 Snowflake launch met expectations, but identity resolution remains incomplete).
Recent moves
Key Information
- Industry
- Customer Data Platforms
- Founded
- 2012
Frequently Asked Questions
What is mParticle?
mParticle is a customer data platform that collects, unifies, and activates customer data across web, mobile, and backend systems in real time. Founded in 2012, it processes 250 billion API calls monthly for enterprise brands like Walmart, Starbucks, and Spotify.
What are mParticle's main strengths?
mParticle excels in mobile-first data collection and real-time event processing, handling 250 billion API calls monthly. Its 150% net retention rate demonstrates strong customer expansion, while 50% uplift in joint outcomes with Rokt indicates powerful real-time activation capabilities for transaction-based moments and personalization.
Which companies use mParticle?
mParticle serves multi-channel retailers, e-commerce brands, media companies, financial services firms, hospitality chains, and direct-to-consumer brands. Notable customers include Walmart, Starbucks, McDonald's, Spotify, Airbnb, HBO Max, JetBlue, and SoFi, spanning retail, entertainment, finance, and travel sectors with significant annual tech spend.
What is mParticle's annual revenue?
mParticle achieved $76 million in annual recurring revenue by 2024 with 150 enterprise customers and an impressive 5% churn rate. The company's 150% net retention demonstrates strong customer expansion and product-market fit, with average contract value of $506.7 thousand per customer.
When was mParticle acquired?
Rokt acquired mParticle in January 2025 for $300 million, keeping all founders in leadership roles. In October 2025, Rokt mParticle launched a Hybrid CDP on Snowflake, combining real-time activation with cloud-native flexibility, marking the company's first major product evolution under Rokt ownership.
What issues has mParticle encountered?
mParticle experienced significant layoffs in January 2023 (32 employees, 13% of workforce) and January 2024 (19 employees, 10%), reflecting pre-acquisition turbulence and cost pressures. Glassdoor reviews from 2024–2025 show mixed sentiment regarding leadership stability and culture, though technical talent remains strong and founders stayed post-acquisition.
How mparticle compares
Direct head-to-head against 3 competitors. Picked by 7wData.
mparticle
- Positioning
- A customer data platform that collects, unifies, and activates customer data across web, mobile, and backend systems in real time.
- Customer segments
- Multi-channel retailers and e-commerce brands with annual tech spend >$5M
- Strengths
- Net retention of ~150% indicates strong expansion revenue and product-market fit with existing customers.
- Watch for
- Two rounds of significant layoffs (32 employees in Jan 2023, 19 in Jan 2024) signaled pre-acquisition turbulence and ongoing cost pressure.
- Recent moves
- Rokt mParticle Launches Hybrid CDP on Snowflake AI Data Cloud
Twilio Segment
- Positioning
- Developer-first CDP inside Twilio's platform, routing event-based customer data across 450-plus integrations for engineering and growth teams.
- Customer segments
- Digital-native mid-market to enterprise brands; engineering, growth, and analytics teams building composable data stacks with broad activation needs.
- Strengths
- Largest CDP integration catalog: 450-plus pre-built destination connectors for fast activation across analytics, advertising, and CRM tools.
- Watch for
- Twilio's $285M Segment write-down and June 2025 business unit split create roadmap continuity risk buyers must vet before committing.
- Recent moves
- June 2025: Twilio restructured Segment into a standalone Data and Applications unit after four layoff rounds and a $285M write-down.
Tealium
- Positioning
- Enterprise CDP with native tag management and consent, built for privacy-first brands in financial services, retail, and regulated industries.
- Customer segments
- Large enterprises in retail, financial services, and media requiring native consent management alongside customer data collection and activation.
- Strengths
- Native tag management combined with CDP in one platform, eliminating consent-layer vendor overlap for compliance-heavy enterprises.
- Watch for
- Privately held at a $1.2B valuation since 2021 with no IPO filed; exit uncertainty is a valid long-term vendor continuity risk.
- Recent moves
- June 2025: launched CloudStream, a zero-copy segment builder enabling customer data activation directly from data clouds without duplication.
Treasure AI
- Positioning
- Enterprise CDP rebranded as an agentic experience platform, targeting marketing ops teams with AI-driven audience management and campaign automation.
- Customer segments
- 400-plus Fortune 500 enterprises across retail, automotive, CPG, financial services, and media managing high-volume customer profiles.
- Strengths
- No Compute pricing launched August 2025 decouples cost from processing volume, offering predictable economics for large-scale enterprise deployments.
- Watch for
- April 2025 agentic pivot is unproven at enterprise scale; AI-workflow governance depth and reliability remain open questions for regulated buyers.
- Recent moves
- April 2025: rebranded from Treasure Data to Treasure AI, repositioning from CDP to agentic experience platform with AI marketing orchestration.
Sources
- getlatka.com — 2024 revenue of $76M, 150 enterprise customers, 251 employees, 5% churn, 150% net retention, average contract value of $506.7K
- techcrunch.com — Series D $45M funding in 2020, total funding exceeding $120M, founders Michael Katz and CEO role, customer examples including Spotify, PayPal, Starbucks
- www.mparticle.com — Product positioning, core use cases, target customer segments (media, QSR, retail, travel, financial services), notable customers including HBO Max, The New York Post, Klarna
- www.prnewswire.com — Rokt acquisition announced Jan 16 2025 for $300M, founder continuity (Michael Katz as CEO, Andrew Katz as Rokt CTO, Jason Lynn as CPO), 50% uplift in joint customer outcomes
- getlatka.com — 250 billion API calls monthly, $5B in managed transactions, founding date 2012, founders Michael Katz, Andrew Katz, Dave Myers
- www.glassdoor.com — January 2024 layoffs of 19 employees, January 2023 layoffs of 32 employees, mixed employee sentiment regarding leadership and culture changes