Press ReleasesDecember 01, 2015

mParticle launches the next generation of its Customer Data Platform

NEW YORK CITY — mParticle, the only customer data platform built for mobile, today announced it has launched several new platform upgrades.

These include changes to its SDKs and a new API for partners to build integrations on top of mParticle. The latest release includes the following improvements:

  • mParticle has completely open sourced all of its SDKs across Android, iOS, and JavaScript, providing developers with transparency as well as greater performance, ease of use and flexibility. The latest versions were built on a loosely coupled architecture model with asynchronous APIs, in order to balance speed and reliability. The latest versions of the SDKs are available on Github.
  • The latest version of the SDK also offers an embedded kit framework to further reduce the weight of the SDK and improve control offered to developers. The update give Apps complete control over which partner libraries they want to include in the core mParticle SDK reducing overhead and improving performance. While most of mParticle’s integrations are server-side, some app services like mobile measurement partners and deep linking solutions require client-side integrations.
  • The latest JavaScript SDK provides Omni-channel marketers with best–in-class capabilities to collect, connect and convert web data across any partner on any channel. Customers can easily remove data silos across web and app, and easily unify identities across all their properties. The latest JavaScript SDK also fully addresses complex ecommerce web data, allowing any ecommerce brand to easily handle product catalog, shopping cart, and checkout data.
  • The Firehose API is a self-service API that allows anyone who has built an analytics or marketing service and offer access to their service to any of the apps on the platform. The API allows App Services to fast track the integration process in order to improve speed to market, making their services available to anyone who uses mParticle. The API is built on top of Amazon Web Services (AWS) Lambda.


“Our goal from the beginning has been to enable mobile marketers to move faster, while enabling mobile engineers to protect the speed and stability of the user experience,” said Michael Katz, co-founder and Chief Executive Officer, mParticle. “These platform upgrades are part of our ongoing commitment to offer the very best tools to both sides of the ecosystem, making it easier than ever for Apps to connect their data with App Services.”

“mParticle has become a valuable Starwood partner, accelerating marketing and analytics integrations,” said Alyssa Waxenberg, Vice President of Mobile, Starwood Hotels & Resorts. “Their customer data platform has helped us to create a sophisticated mobile data collection and management strategy, making it easier for our teams to connect with partners to drive growth for our SPG(R) app.”

“Appboy provides our clients a single view of their customer, allowing their data to be actionable so they can create and automate highly personalized lifecycle marketing campaigns in every relevant channel from push to in-app and email and web to wearables and emerging technology,” said Mark Ghermezian, CEO of Appboy.  “mParticle has been a great mobile-first partner. Their open ecosystem creates a seamless integration point for clients to connect to our system.”

About mParticle

mParticle is the only customer data platform built for mobile and native apps across all devices. To win in mobile requires data infrastructure purpose built to address the complexities core to running an app business. mParticle was built from the ground up to do just that; empowering mobile marketers and developers to accelerate their mobile strategy and keep pace with their customers by providing the most advanced data platform today. mParticle was founded in 2013 and is headquartered in New York City.

For more information, please go to or follow us on twitter: @mparticles


Press Contact

mParticle, Inc.

381 Park Ave South #815

New York, NY 10016

Latest from mParticle

M&S Customer Story

How Marks & Spencer drove revenue growth with mParticle's real-time segmentation and personalization

February 26, 2024
TVBS partners with mParticle


TVBS partners with mParticle to build a 360-degree customer view

January 31, 2024


mParticle’s real-time data insights and segmentation fuel Joe & The Juice loyalty program growth

December 18, 2023


mParticle Joins Elite Ranks with AWS Advertising and Marketing Technology Competency

November 30, 2023

Try out mParticle

See how leading multi-channel consumer brands solve E2E customer data challenges with a real-time customer data platform.

Explore demoSign upContact us

Startups can now receive up to one year of complimentary access to mParticle. Receive access