mParticle was the closest commercial analog to our resolution philosophy — IDSync, deterministic-first, configurable hierarchy. In 2024 they were acquired by Rokt and rebranded as "mParticle by Rokt" with a new hero — "Compound Advertising and Ecommerce Outcomes with Real-Time Relevance." The hybrid-CDP claim is real (real-time + warehouse-native), and Cortex AI does what it says. The wedge tilts further into ad-tech, which is Rokt's gravity. Their weakness is what it was before — the offline world, the CRM batch loads, the slow-moving truth that doesn't fire as an event. We resolve both, on the same graph, without per-event pricing punishing you when your campaigns actually work.
mParticle's per-event meter has historically punished growth — when your campaigns work, the bill scales with them. Rokt-era pricing has shifted to enterprise contracts, which makes the meter less visible but not less real. We do not price on event volume. The graph absorbs whatever fires through it.