Rokt mParticle, the leading real-time customer data platform (CDP), continues the rollout of Match Boost, their latest CDP capability. This feature enriches first-party audiences at the point of activation to improve audience match rates and increase reach across major ad platforms such as Meta, Google, Pinterest, Reddit and Rokt. Match Boost helps brands close the “match-rate gap” caused by missing identifiers, identity fragmentation, and privacy-driven signal loss. By filling in missing identifiers, Match Boost increases the number of users recognized by downstream advertising platforms without requiring manual enrichment, new vendors, or engineering support.
“Every percentage point of match-rate improvement translates into real gains in reach and efficiency,” said Jillian Burnett, SVP GTM for Rokt mParticle. “Match Boost delivers those gains automatically. Brands get better targeting, better performance, and more value from their first-party data, all without additional engineering or vendors.”
Key Capabilities and How It Works
- Identity enrichment: Match Boost appends missing identifiers and attributes just as audiences are delivered to ad platforms.
- Broad platform coverage: Supports Meta, Google Ads, Google Marketing Platform, Reddit, Pinterest, and Rokt, with additional platforms planned.
- No engineering work required: Match Boost is enabled through a simple toggle inside the existing Rokt mParticle audience workflow.
- Privacy-first design: Identifier enrichment happens at the point of activation; enriched identifiers are not persisted to customer profiles or stored within the Rokt mParticle platform.
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Benefits and Business Impact
Brands using Match Boost are reporting meaningful improvements in audience reach and activation efficiency, including:
- Significant improvements in audience match rates across major platforms-with customers already seeing results ranging from 30% to in excess of 100%.
- More efficient media spend by reaching more customers with a relevant ad
- Faster time-to-activation, since enrichment requires no engineering or vendor onboarding
- Frequent refreshed third-party data from vendors ensuring up-to-date customer information
By increasing the number of matched users, Match Boost helps brands extend reach, reduce wasted ad spend, and improve the performance of first-party data advertising strategies.
Match-Rate Challenges Addressed
Audience match-rate gaps are a growing challenge for marketers due to:
- Missing email, phone, or device identifiers
- Privacy restrictions and third-party cookie deprecation
- Platform-specific hashing and identity fragmentation
- Users interacting across multiple devices and sessions
Match Boost directly addresses these issues by enriching identifiers at the point of activation, ensuring that more users in a brand’s audience can be recognized by ad platforms.
SOURCE: PRNewswire