United States (New York) Crunchbase, 01
mParticle offers "a customer data platform built for mobile and native apps across all devices" mParticle, 04
mParticle's core features include:
Products and services include:
Cross-device identification: "Improve media measurement, customer journey analytics, lifetime value modeling, and more by resolving customer identity data across disparate sources" mParticle, 08
Location tracking with SafeGraph integration: By integrating with SafeGraph, clients have the tools to track user physical locations, and harness machine learning to analyze the data: "mParticle customers can now create, monitor, and control server-to-server integrations with SafeGraph via the mParticle platform. With the integration enabled, brands can stream real-time mobile location data directly from their apps to SafeGraph, which will then translate long/lat coordinates into known locations and use machine learning to help brands understand their customers offline movement patterns" mParticle, 10
Data Collection: Clients "collect information based on User interaction with their mobile application(s), mobile website(s) or other digital properties where Clients have integrated with the" mParticle Platform. mParticle calls this "Client Digital Properties". Data collected through "via Client Digital Properties for the Platform includes: the date/time for a visit to a Client Digital Property, referrer information such as what search engine and search keywords Users may have used to get to a Client Digital Property, information about the browser or device your User is on such as their Operating System, as well as the city/country location of Users, and any pseudonymous tokens and mobile advertising IDs (e.g., IDFA in iOS). In addition, our Clients can choose what other User data they want to collect and store on the platform such as an IP address, location information, a User’s age, user names, real names, email addresses and other custom data points as determined by each Client."
mParticle places restrictions on data practices. They state, "We contractually prohibit Clients from placing sensitive information (e.g., passwords, authentication credentials, credit cards, social security or driver’s license numbers) or information that is deemed sensitive by applicable law or self-regulatory codes such as the Digital Advertising Alliance. mParticle functions strictly as the data processing agent of our Clients. Accordingly, other than those aforementioned restrictions, the data stored on the Platform is subject to the privacy policies of each Client".
Information sharing: Third party sharing may proceed as follows:
Security: mParticle asserts that they take reasonable steps to protect information. They state, "We encrypt transmission of data on pages where you provide payment information or otherwise provide sensitive information. However, no security or encryption method can be guaranteed to protect information from hackers or human error. Information we collect may be stored or processed on computers located in any country where we do business".
Data retention: mParticle "retains Client data for so long as you remain are a Client and will delete Client’s information within 12 months of either party’s termination of applicable Client agreement upon written request. We retain User level data on the Platform as directed by our Clients and for a reasonable time thereafter for audit purposes and as otherwise required by law".
International law: mParticle complies with the EU-US Privacy Shield Framework and the Swiss-US Privacy Shield Framework mParticle, 12.
Customers: Airbnb / King / Spotify / Jet / EA / SeatGeek / Ticketmaster / Gilt / Bleacher Report / Chick-fil-A / Postmates / Lilly Pulitzer mParticle, 01 / Venmo / Via / Stash / Starwood Preferred Guest / Draft / StockTwits / OKCupid / NBCUniversal / Turner / theSkimm / Lakes Fifth Avenue / Lululemon Athletica / Goat / Live Nation mParticle, 02 / Walmart mParticle, 03 / iHeartRadio / Starwood / SoulCycle mParticle, 04
Integrations: mParticle offers "Full-featured integrations with the top marketing, advertising, analytics, and data warehousing platforms". Integrations include: Amazon Redshift / Amplitude / Appboy / Kahuna / Kochava / SendGrid mParticle, 04 / Facebook / Snap / Twitter / TUNE / Adobe Marketing Cloud / Oracle Marketing Cloud / Salesforce Marketing Cloud / Zendesk / MailChimp / Google Analytics / Looker / Mixpanel / comScore mParticle, 01. For a detailed database of integrations, see mParticle, 09.
Financial details: mParticle was founded in 2013 and has raised over $76 million from funders Crunchbase, 01.
Location-based tracking: Via, an "on-demand ride-sharing app based in NYC", integrates with mParticle for geofencing services mParticle, 13.