mParticle Raises $15M To Assist Cellular Entrepreneurs Handle Their Knowledge

mParticle Raises $15M To Help Mobile Marketers Manage Their Data

At first look, mParticle may appear to be targeted on a reasonably particular area of interest — serving to cellular app-makers consolidate their knowledge. However the New York Metropolis startup counts corporations like Airbnb, SeatGeek, Soulcycle and Spotify amongst its clients, and it lately raised a $15 million Collection A.

The funding was first revealed in a regulatory submitting final month and formally introduced yesterday on the corporate weblog. Social Capital (previously often known as The Social+Capital Partnership) led the spherical, with the agency’s companion Ted Maidenberg becoming a member of mParticle’s board of administrators.

I wrote about mParticle again in 2014, however co-founder and CEO Michael Katz stated the actual turning level was early final yr, because of broader progress in cellular advertising.

“There have been a few excessive profile exits, which type of spawned increasingly more funding into the area, extra innovation,” he stated. “And other people take into consideration issues in another way — there’s no notion of ‘set it and overlook it’ when it involves making use of your knowledge to operating what you are promoting.”

In different phrases, it’s turning into increasingly more necessary to experiment with cellular advertising and analytics providers, and mParticle permits publishers to gather the required knowledge with out integrating a bunch of various SDKs — which isn’t only a ache, however also can trigger points with app efficiency. As Katz put it, mParticle helps publishers “embrace this knowledge alternative, separate from the instruments that eat that knowledge.”

The startup is opening a San Francisco workplace and can proceed to spend money on product improvement. Katz stated he additionally sees an enormous alternative in bringing comparable instruments to apps on different Web-related units, whether or not it’s wearables or Web-related automobiles.

“Everyone this present day understands that their knowledge might be the only most respected asset they’ve of their group, that and their staff,” he added.

mParticle’s integrations embrace AppBoy, AppLift, AppLovin and AppNexus, and that’s simply those that begin with App. (You examine how Social Capital portfolio firm Sprig used the platform, and you may see the complete listing on the mParticle web site.) Katz stated the corporate has been broadening its strategy — whereas the primary integrations have been constructed by the mParticle group, it has additionally launched an API permitting different corporations to plug into the platform (although they nonetheless want mParticle approval).

Present buyers Bowery Capital, Eniac Ventures and Golden Ventures additionally participated within the new funding. (TechCrunch-proprietor AOL is an investor in Bowery.)

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