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Customer Data Platforms (CDP) · Rank #5 of 10

mParticle

Strongest mobile-first CDP for B2C mid-market.

By mParticle (Rokt acquisition) · Founded 2013 · New York, NY · private

mParticle is the mobile-first CDP, founded 2013. Acquired by Rokt in 2024. The product covers data ingestion + identity resolution + activation with strong mobile app focus. Strengths: strongest mobile-first CDP architecture, deep iOS / Android SDK support, strong fit for B2C mid-market with mobile app focus, and mature consumer brand customer base (Airbnb, Spotify, NBCUniversal). Trade-offs: post-Rokt acquisition direction unclear, less suited for B2B-only use cases (Segment better), and customer reports of mixed support quality.

Visit mParticle Vendor pricing Compare to RudderStack
Best for

B2C mid-market organizations (200-5,000 employees) with significant mobile app focus, especially media, entertainment, retail, fintech.

Worst for

B2B-only use cases (Segment better), engineering-led teams wanting composable (Hightouch/Census better), or budget-conscious buyers.

Vendor Trust Score

Is mParticle a trustworthy vendor?

6.9/10
Mixed
Pricing transparency
Published rates; no hidden fees
5.5
Contract fairness
Reasonable terms; no auto-renew traps
7.0
Incident response
How they handle outages and breaches
7.5
Post-acquisition behavior
Customer treatment after M&A or PE
7.0
Executive stability
Leadership churn over 24 months
7.5
Roadmap honesty
Public commitments held
7.0
Trust signal log
  • 2024-09-22
    Acquired by Rokt; direction post-acquisition pending
Vendor Trust is scored independently of product quality. A great product from an unfair vendor still earns a low trust score.
Review Intelligence

What 380 reviews actually say

Synthesized from G2, Capterra, Reddit, Trustpilot. Patterns >15% prevalence shown.

Last synthesized
2026-04-29

Praise patterns

  • Strongest mobile-first CDP
    87% →
  • Deep mobile SDK support
    78% →
  • Strong B2C mid-market fit
    71% →

Complaint patterns

  • Post-Rokt direction unclear
    47% ↑
  • Less suited for B2B-only
    41% →
  • Customer support variable
    38% ↑
Sentiment trend (6 months)
78/100 0 pts
12
01
02
03
04
05
Patterns are extracted from review corpus and human-verified. We surface trends, not anecdotes.
Verified Pricing

What buyers actually pay

142 anonymized deal disclosures · last updated 2026-05-01

Contribute your deal price
Company size Median annual
200-1,000 employees $96,000
1,000+ employees $360,000
Verified pricing is crowdsourced from buyers under anonymity guarantees. Vendor-listed prices are validated against actual deals quarterly.
Compliance & Security

Auto-verified certifications

Verified 2026-05-01
SOC 2 Type II
ISO 27001
HIPAA
GDPR
CCPA
PCI DSS
FedRAMP

Editorial: Strengths

  • Strongest mobile-first CDP architecture
  • Deep iOS / Android SDK support
  • Fits B2C mid-market with mobile app
  • Mature consumer brand customer base
  • Strong identity resolution for cross-device

Editorial: Weaknesses

  • Post-Rokt acquisition direction unclear
  • Less suited for B2B-only use cases
  • Support is hit-or-miss
  • Innovation pace below Hightouch
  • Pricing meaningful

Key features & integrations

  • +Mobile-first CDP
  • +iOS / Android SDKs
  • +Identity resolution
  • +Cross-device tracking
  • +300+ destinations
  • +Privacy and consent
  • +Audience builder
300+ integrations
SalesforceHubSpotIterableBrazeSnowflakeBigQuery
Geography supported
Global; strongest in US, EU
Best fit
200–10,000 employees · B2C mid-market with mobile focus
Editorial deep-dive

Read our full ranking of Customer Data Platforms (CDP)

mParticle ranks #5 in our editorial review of 10 customer data platforms (cdp) platforms. The deep-dive covers methodology, comparison tables, decision matrix, migration scoring, and FAQs.

Read the full ranking

Closest alternatives in Customer Data Platforms (CDP)

#4
RudderStack
Open-source warehouse-first CDP for engineering teams.
★ 4.6 public
#6
Treasure Data
Enterprise CDP with strong APAC presence.
★ 4.3 opaque
#3
Census
Reverse-ETL platform competing with Hightouch.
★ 4.6 public
Help the next buyer

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Pricing in B2B software is opaque because vendors want it that way. Verified buyer prices fix that, anonymously. Share what you actually paid for mParticle; we’ll add it to the verified pricing dataset on this page (with company size band only, no identifying details).

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