mParticle, an independent customer data platform (CDP), acquired Vidora, an AI-powered personalization platform specialized in customer data, for an undisclosed amount. This is the second acquisition made by mParticle in the past seven months.  

Vidora offers a real-time personalization platform to provide deep analytics on consumer data. The firm's platform, Cortex, provides customer segmentation tools and onsite personalization to increase customer conversions and engagement. As of August 2022, consumer and media brands such as Walmart, Nutrafol, the Wall Street Journal, and New York Post used the firm's product.    

With the acquisition, mParticle’s users will gain access to the initial release of mParticle Intelligent Attributes. This integrated product offering enables users to create AI models to predict the likelihood of customer conversions, automate the creation of target audiences, and computer key metrics such as predictive customer lifetime value based on models trained by purchasing behavior. Vidora’s Cortex and AI will power the new solution, and its insights can be activated across 300+ integrations compatible with the mParticle platform.  Analyst QuickTake: With this acquisition and new product launch, mParticle claims its platform provides an end-to-end AI-powered marketing data and analytics solution for firms to operationalize AI from ingesting data and data cleaning to enhancing data and collecting feedback.