mParticle

Atlas Technology Group’s Brian Andersen shares insights on investment trends in the ad tech market and how AI is changing the M&A landscape.

Amazon’s ad tech ambitions are crowding out Amazon specialists; EU regulators have concerns about Apple ATT; and Google says breaking it up could threaten national security.

Commerce media just went shopping. On Thursday, ecommerce marketing company Rokt acquired customer data platform mParticle for $300 million.

Advertising is still Reddit’s meal ticket – but until its ad revenue tops the $2 billion per year mark, it can’t really be considered competitive with other social platforms.

Last week, Gartner released its first-ever Magic Quadrant report for CDPs. The hot new tech five years ago, CDPs face increased scrutiny and significant headwinds.

DMPs are dead – long live CDPs … at least according to Michael Katz, CEO and co-founder of customer data platform mParticle. After years of confusion, the CDP space is finally starting to shake out as marketers get smarter about what they need from the tech.

CDP acquisitions are a bit like snowflakes, no two have been quite alike, at least not so far. Cloud communications platform Twilio’s $3.2 billion all-stock purchase of Segment, confirmed on Monday, is the latest example. Notable acquirers in the space have included a British multibillion-dollar semiconductor firm, an American multinational financial services brand and the […]

Michael Katz, CEO of customer data platform mParticle, has led two companies through periods of crisis. During the 2008 recession, he was the president and founder of Interclick. Today he is CEO of customer data platform mParticle and responding to a new, rapidly unfolding global crisis of a very different kind. In addition to the […]

When it comes to use, familiarity, market share and mindshare in the customer data platform (CDP) ecosystem, the big marketing clouds lead their smaller indie counterparts by a mile. But a peek under the hood reveals a more nuanced story. The marketing clouds are sucking all the air out of the room, but it’s the […]

Customer data platform mParticle has raised a $45 million Series D round to invest in data quality tools, data governance and partnerships. Led by Arrowroot Capital, the haul, announced Monday, brings total funding to $121 million for a company founded well before the category became a mar tech investment darling. “The space is hot,” said […]

This is the first in AdExchanger’s “Meet the CDPs” series. Read other interviews with Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Lytics, Bluecore, Microsoft, Tealium, Optimove, Adobe, Treasure Data and BlueConic. When mParticle was founded in 2012, the moniker “customer data platform” didn’t exist yet. David Raab, founder of the CDP Institute, wouldn’t coin the term until 2013. And […]

“Everyone Wants To Be A CDP. Here’s Who’s Actually Doing It.” is presented by mParticle. Customer data platform (CDP) capabilities borrow attributes from CRM, tag management and even more traditional data onboarding. Consequently, they are often conflated with ad tech systems like data management platforms (DMPs), despite having use cases that go beyond paid media and into […]

“The Complete Guide to CDPs” is presented by mParticle. “The Complete Guide To CDPs” is part 1 in a multipart series on the rise of the CDP and is an independent editorial report. The customer data platform (CDP) is the new “it” acronym, an emerging technology commanding a recent deluge of analyst and investor interest […]

There’s no point in targeting people with app-install ads if they’ve already downloaded the app. But that’s exactly what SeatGeek found itself doing. In the mobile app world, audience suppression often requires extensive manual work. Although Facebook – a huge beneficiary of mobile media dollars – makes audience suppression easy, newer platforms like Snapchat don’t […]

New York-based coffee lovers probably want to receive targeted push notifications with discounts on lattes at their favorite Brooklyn coffee house – but not if they’re traveling in Chicago that day. It’s hard to get that level of granularity right, which is why a lot of brands aren’t taking advantage of context, location, weather and other […]

Welcome to episode No. 14 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. In the latest episode of AdExchanger Talks, mParticle CEO Michael Katz talks about the vision behind mParticle, a three-year-old startup that consolidates data feeds in the fragmented app ecosystem. He describes it as an “API of APIs.” That vision can […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Katz, CEO and co-founder at mParticle. There are two schools of thought when it comes to how evolution occurs. There is the gradualism model, first proposed by Darwin, suggesting […]

MParticle is in growth mode. The mobile data platform, which helps collect and connect mobile data across platforms, has added $17.5 million in new funding, just nine months after its $15 million Series A in January. The round was led by Bain Capital Ventures, a new investor, with participation from existing investor Social Capital, bringing […]

Facebook and Google may hoover up 85% of incremental digital ad dollars, but that doesn’t mean it’s time for the LUMAscape companies to pack it in. Facebook is “not where the smart money is being spent,” said Jim Payne, co-founder and former CEO of MoPub, speaking at the Acceleration show hosted by mParticle in New York […]

Some say the ad tech venture capital funding well may be running dry, but mobile-centric companies still seem to be doing all right. “Over the past couple of years, mobile’s been somewhat insulated from the general sentiment around ad tech, at least on the private side,” said Michael Katz, CEO and co-founder of mParticle. “Clearly […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Katz, CEO and co-founder at mParticle. We’ve heard talk about massive ad tech consolidation for years. Whether it’s through M&A, a nuclear winter-like event or convergence with the marketing […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Katz, CEO and co-founder at mParticle. Although media consumption has shifted to mobile and mobile apps, publisher dollars haven’t followed at the same pace, according to a recent comScore […]

Yesterday, mobile ad network Millennial Media announced the hire of industry – and programmatic-media – veteran Michael Barrett as its new CEO. As Barrett told AdExchanger’s Judith Aquino yesterday, “Buying programmatically is certainly a big interest with a lot of our advertisers, publishers and developing partners, and we’ll continue going down that path. [But] Millennial is also […]

Nearly a year after exiting Yahoo on less-than-amicable terms, Michael Katz, one of the founders of targeting and data provider interclick, is back on the scene with a new startup called mParticle. Billed as a mobile data platform, mParticle has secured a $3 million seed round from Google Ventures, Buddy Media’s Mike Lazerow and digital […]