mParticle raises $35 million to bolster advertising data platform expansion

Anne Freier

In Mobile Advertising

September 21, 2017

Customer data platform and marketing tech firm mParticle just raised $35 million in a Series C funding.
The round has been led by Harmony Partners as well as previous investors Brain Capital Ventures and Social Capital. To date, the company founded in 2013, has raised a total of $76 million.
mParticle clients include Venmo, Starwood, NBC Universal, Spotify, and Airbnb.
Mark Lotke, Managing Partner, Harmony Partners, explains:

“mParticle has quickly become the market leader in the customer data platform space. As more companies seek to coordinate customer experiences across digital and physical, with mobile at the center, mParticle is positioned perfectly to make this possible. We’re thrilled to help support this world-class team on their next phase of growth.”

With the average adult owning over six devices by 2020, according to research firm Gartner, identity management has become a requirement for marketing success.
That is where the mParticle IDSync solution comes in. It’s an enterprise identity resolution purpose-built for omnichannel brands which lets brands create their own identity strategies tailored for their business, privacy and legal needs.
Where IDSync differentiates itself by providing identity resolutions that are independent from the platform or the provider.

“The customer experience needs to be coordinated across many connected devices including mobile, connected TV, voice, web, and more. Helping brands unify data across these touchpoints creates the foundation for customer success,” said Michael Katz, Co-founder and CEO of mParticle. “With the new investment, and the rollout of IDSync, we’re excited to deliver on the promise to bring true digital CRM to leading consumer-facing brands.”

For mParticle, 2017 has already proved to be a year of growth and momentum. The company was recently named an official Snapchat Partner. It launched new integrations with Facebook, Google, Adobe, and Salesforce Marketing Cloud and expanded into the European market.
The company has been recognized as a Digital Marketing Hub “Vendor to Watch” by Gartner and was named one of “2017’s most interesting advertising and marketing technology startups” by Business Insider.