In a move to streamline enterprise data management and improve personalized marketing, Rokt and mParticle have jointly announced the launch of a hybrid customer data platform (CDP) built on Snowflake’s AI Data Cloud. The collaboration aims to help businesses unlock real-time customer insights and deliver more relevant, privacy-safe experiences across digital touchpoints.
The new hybrid CDP integrates mParticle’s robust data infrastructure and Rokt’s AI-powered commerce technology with the scalability and security of Snowflake’s cloud environment. This combination allows brands to collect, unify, and activate customer data in real time, enabling marketers to make faster, data-driven decisions without the complexity of managing multiple systems.
According to the companies, the solution is designed to meet the growing demand among enterprises for flexible, interoperable, and AI-ready marketing data platforms. By leveraging Snowflake’s AI Data Cloud, the hybrid CDP ensures seamless connectivity across departments—marketing, analytics, and IT—while maintaining strict data governance and compliance standards.
Bruce Buchanan, CEO of Rokt, said the partnership marks a major step forward in helping businesses transform first-party data into actionable intelligence. “The combination of Rokt, mParticle, and Snowflake brings together best-in-class capabilities to help brands optimize customer engagement and maximize revenue potential through AI-driven insights,” Buchanan stated.
He added that as brands face increasing pressure to deliver relevant experiences in a post-cookie landscape, the hybrid CDP provides the agility and intelligence needed to personalize interactions at scale.
Karen Gallant, Chief Product Officer at mParticle, said the collaboration is a response to the evolving needs of modern enterprises. “Marketers today need real-time, governed access to customer data that can power AI applications and personalization across the business. This hybrid CDP helps bridge the gap between marketing, engineering, and analytics teams,” she said.
The platform operates by connecting customer data from multiple channels—such as e-commerce, apps, loyalty programs, and ad platforms—into a single, unified data layer. This allows brands to activate audiences instantly for targeted campaigns, predict customer intent, and analyze behavior using AI-driven insights.
A key differentiator of the Rokt-mParticle hybrid CDP is its data interoperability. Built directly on Snowflake’s AI Data Cloud, it eliminates the need to copy or move data across systems, reducing latency and ensuring data accuracy. This “data-in-place” approach enhances privacy protection while enabling faster processing and analytics.
The integration also allows enterprises to leverage Snowflake Cortex, a suite of built-in large language models (LLMs) and machine learning capabilities, to automate data analysis and drive predictive modeling. This opens up new possibilities for marketers to create dynamic segmentation, optimize customer journeys, and measure performance in real time.
The announcement comes at a time when enterprises are rapidly shifting toward AI-driven data ecosystems to manage customer relationships and improve personalization efficiency. Industry analysts note that as data privacy regulations become stricter and third-party cookies phase out, companies are turning to first-party data strategies and cloud-native CDPs to sustain marketing performance.
According to mParticle, this hybrid model bridges the best of both worlds—the control and flexibility of a composable CDP with the managed capabilities of an enterprise platform. It allows data teams to maintain ownership of their infrastructure while marketing teams benefit from plug-and-play activation and real-time insights.
Rokt’s proprietary AI technology adds another layer of intelligence to the system by optimizing how brands present offers, recommendations, and content across commerce and media channels. The company claims that its AI models can boost conversion rates and average order values by personalizing the right message at the right time.
Denise Persson, Chief Marketing Officer at Snowflake, emphasized how the partnership aligns with Snowflake’s broader vision for the AI data economy. “Enterprises need a unified data foundation to power AI applications that enhance customer engagement. The Rokt-mParticle solution on the Snowflake AI Data Cloud demonstrates how companies can leverage data and AI responsibly to drive business growth,” she said.
This collaboration also reflects a growing trend in marketing technology convergence, where cloud providers, data management platforms, and AI specialists are joining forces to create end-to-end marketing ecosystems. With more companies embracing composable architectures, interoperability and governance have become top priorities for enterprise marketers.
Industry observers say the hybrid CDP could reshape how brands approach data activation by reducing operational silos and improving ROI measurement. The ability to use native AI tools on the same data layer that powers marketing campaigns offers marketers unprecedented speed and precision.
The launch underscores how AI-driven personalization has become a defining feature of modern martech. According to a report by McKinsey, companies using AI in their marketing workflows have seen up to a 20 percent increase in customer acquisition efficiency and a 15 percent rise in retention rates.
For Rokt, which specializes in e-commerce monetization and transaction-based marketing, and mParticle, known for its enterprise-grade data pipelines, the partnership builds on a shared goal of helping brands make smarter, real-time decisions. Both companies have indicated that future product updates will deepen AI integration and expand compatibility with other cloud and analytics platforms.
By combining Rokt’s contextual commerce expertise, mParticle’s scalable data infrastructure, and Snowflake’s advanced AI capabilities, the hybrid CDP aims to become a benchmark for how large enterprises can unify customer intelligence across the value chain—from data ingestion to activation.
In a rapidly evolving martech landscape, the collaboration signals an acceleration toward AI-first customer data ecosystems, where automation, interoperability, and trust define competitive advantage. As enterprises continue to navigate complex data environments, partnerships like this are poised to play a critical role in shaping the future of intelligent, privacy-resilient marketing.