mParticle provides a connection platform so that a brand can transmit its data directly to 150 or so marketing and analytical tools, instead of setting up a separate integration for each one.
This week, the company is announcing that it is launching what is, in effect, an environment for the exchange of second-party data, by allowing brands to share audience data among themselves. Previously, brands only sent their data to tools.
CEO and co-founder Michael Katz told me that, to his knowledge, this is the first such environment for second-party mobile data. Most of mParticle’s data is mobile, although the participating brands could share any kind of audience data.