Rokt mParticle has launched a Hybrid Customer Data Platform (CDP) on the Snowflake AI Data Cloud, providing enterprise companies a unified solution that integrates real-time customer activation with cloud-native flexibility. Announced on October 16, 2025, this innovation reflects a shift in the customer data landscape, positioning Rokt mParticle at the forefront of CDP evolution.
This new platform empowers enterprises to tailor their data strategies to specific business needs. It allows for instant responses to customer behaviors and supports large-scale marketing campaigns directly from the cloud data platform. The Hybrid CDP emerges at a crucial time when traditional CDPs are transitioning towards cloud-native capabilities, while composable CDPs are adopting real-time functionalities.
Redefining Customer Data Management
Bruce Buchanan, Co-Founder and CEO of Rokt, emphasized the importance of this development for modern enterprises. “Today’s leading enterprise ecommerce businesses can no longer afford the tradeoff between cloud scale and real-time speed,” he stated. The mParticle Hybrid CDP aims to deliver the necessary speed and relevance during the “Transaction Moment™,” while ensuring a reliable, governed data foundation.
In partnership with Snowflake, Rokt mParticle is focusing on helping businesses maximize their data investments. The integration of composability within mParticle’s comprehensive CDP allows data and engineering teams to maintain governance while providing marketers with a no-code interface. This feature enables them to build and activate audiences seamlessly in their Snowflake environment.
David Wells, Industry Principal for Media, Entertainment & Advertising at Snowflake, noted, “mParticle’s integration shows how partners can help marketers get more value from their martech and cloud investments.” This collaboration aims to enhance marketing strategies, allowing for more personalized and relevant customer experiences while adhering to stringent data governance protocols.
Investment and Future Innovations
The launch of the Hybrid CDP is part of Rokt’s broader strategy following a significant investment of $300 million into the mParticle platform. This financial boost is designed to accelerate research and development, expanding the platform’s capabilities and driving innovation. A key focus of this investment is identity resolution, ensuring that enterprises can unify real-time behavioral signals with governed data. This will provide businesses with a precise, accurate view of their customer interactions.
Looking ahead, Rokt mParticle is committed to enhancing real-time relevance in customer experiences. The company aims to prepare for the next phase of AI advancements, where autonomous agents will increasingly rely on governed enterprise data and real-time behavioral signals. The hybrid model introduced by mParticle positions the company to lead in the enterprise CDP market across various sectors, including ecommerce, advertising, and customer experience.
About Rokt:
Rokt is recognized as a leader in ecommerce, specializing in delivering real-time relevance during critical moments. Its AI Brain and Ecommerce Network facilitate billions of transactions, connecting hundreds of millions of customers for top global brands, including Live Nation, Macy’s, PayPal, and Uber. With headquarters in New York City and offices across North America, Europe, and the Asia-Pacific region, Rokt continues to expand its influence in the digital landscape.
For more information, visit Rokt.com.
