Rokt mParticle Launches Hybrid CDP With Snowflake

The Gist

Hybrid CDP launch. Rokt mParticle launches unified real-time and cloud-native CDP on Snowflake.
Strategic collaboration. Partnership with Snowflake targets better data governance and marketer control.
Enterprise impact. Enterprise data, marketing and engineering teams gain flexibility without data trade-offs.

Rokt mParticle announced the launch of its Hybrid Customer Data Platform (CDP) on Snowflake AI Data Cloud on Oct. 16. According to company officials, the new offering provides enterprise companies with a single, governed solution that combines real-time activation capabilities with cloud-native flexibility.

The platform allows enterprises to select appropriate data strategies for different business needs, whether responding to customer behavior in real-time or executing large-scale campaigns directly from their cloud data platform. This launch comes as the customer data platform (CDP) market evolves, with traditional platforms expanding into cloud-native activation while composable CDPs add real-time capabilities.

Impacted Audiences for Hybrid CDP
CDP Market Evolution
Real-Time Customer Data Backed By Governed Foundation
Rokt Background

Impacted Audiences for Hybrid CDP

Enterprise marketing teams seeking unified customer data solutions
Data and engineering teams requiring governance controls
Digital commerce companies balancing real-time needs with cloud scale

CDP Market Evolution

Enterprise marketers face mounting pressure to unify fragmented customer data while delivering real-time personalization across channels in an increasingly AI-driven landscape.

The Customer Data Platform market has evolved significantly since its emergence last decade. Traditional CDPs have reached limitations, giving way to cloud-native solutions that store customer data in environments like Snowflake. These modern platforms employ AI to orchestrate omnichannel experiences and deliver personalized recommendations.

Companies struggle with disconnected data across departments, prompting the development of tools that can normalize and combine disparate datasets. According to industry experts, solutions like Snowflake help bring together broader ranges of data beyond just marketing information, enabling better customer understanding in hours rather than months.

The integration between conversational AI and customer data strategies has become essential, with nearly 70% of companies investing in both simultaneously. AI-enabled CDPs analyze customer behavior with greater precision, enabling more relevant and targeted campaigns.

Rokt mParticle, having invested $300 million in its platform, enters this evolving market with its Hybrid CDP on Snowflake AI Data Cloud, aiming to unite real-time activation capabilities with cloud-native flexibility for enterprise customers.

Screenshot of mParticle’s Snowflake Configuration interface showing setup fields for connection name, account identifier, and database configuration. — The mParticle Hybrid CDP integrates with Snowflake’s AI Data Cloud, enabling marketers to activate governed data directly within their cloud environment.

Real-Time Customer Data Backed By Governed Foundation

Today's leading enterprise ecommerce businesses can no longer afford the tradeoff between cloud scale and real-time speed. With the mParticle Hybrid CDP, we’re ... combining the immediacy needed to deliver real-time relevance in the Transaction Moment™ with the trusted, governed foundation enterprises rely on as their system of record.

- Bruce Buchanan, Co-Founder and CEO

Rokt

Rokt mParticle Platform capabilities

The Hybrid CDP represents the first major outcome of Rokt's $300 million investment in the mParticle platform.

Capability	Description
Hybrid architecture	Combines real-time activation with cloud-native flexibility.
No-code interface	Allows marketers to build and activate audiences directly within Snowflake.
Governance controls	Maintains data governance while improving usability, according to Rokt.
Identity resolution	Resolves identities in real time and matches warehouse records to mParticle profiles to maintain consistency across activation paths.
AI readiness	Supports future AI and autonomous agent requirements across ecommerce and CX operations.

Rokt Background

Rokt is a global leader in ecommerce, powering real-time relevance in what it calls “The Transaction Moment.” Its AI Brain and Ecommerce Network connect hundreds of millions of customers across brands including Live Nation, Macy’s, AMC Theatres, PayPal, Uber, Hulu, Staples, Albertsons and HelloFresh. Headquartered in New York City, Rokt has offices across North America, Europe and Asia-Pacific.

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Rokt mParticle Launches Hybrid CDP on Snowflake AI Data Cloud