Rokt mParticle Launches Match Boost To Lift Ad Platform Match Rates

As marketers contend with signal loss, fragmented identities, and tightening privacy standards, improving audience match rates has become a critical priority across the MarTech ecosystem. Match Boost is the latest capability from Rokt mParticle designed to address this challenge, helping brands extend the reach and performance of their first party data across major advertising platforms.

Rokt mParticle announced the continued rollout of Match Boost, a new feature within its real time customer data platform that enriches audiences at the point of activation. The goal is to close what the company describes as the match rate gap, where valuable first party audiences fail to be recognized by downstream ad platforms due to missing identifiers, identity fragmentation, and privacy driven signal loss.

Match Boost works by appending missing identifiers and attributes just as audiences are sent to activation destinations. This approach increases the number of users that platforms such as Meta, Google, Pinterest, Reddit, and Rokt can recognize, without requiring brands to introduce new vendors, manage manual enrichment processes, or involve engineering teams.

“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.”

A key differentiator of Match Boost is how it is deployed. The feature can be enabled through a simple toggle within existing Rokt mParticle audience workflows, allowing teams to activate enriched audiences quickly. Identifier enrichment occurs only at the moment of activation and is not stored within customer profiles, reinforcing a privacy first design aligned with evolving regulatory expectations.

Early customer results suggest that Match Boost is delivering meaningful impact. Brands using the capability are reporting substantial improvements in audience match rates across major ad platforms, with increases ranging from thirty percent to more than one hundred percent in some cases. Higher match rates translate into more efficient media spend, as advertisers can reach a larger share of their intended audience with relevant messaging rather than wasting impressions on unmatched users.

The launch comes at a time when match rate challenges are intensifying. Marketers increasingly struggle with missing email, phone, or device identifiers, users moving across multiple devices, and platform specific identity requirements. At the same time, third party cookie deprecation and stricter privacy controls continue to reduce addressability. Match Boost is designed to address these realities directly by enriching identifiers only when and where they are needed.

By improving recognition at the activation layer, Match Boost helps brands extract more value from the first party data they already own. For marketers looking to maximize reach and performance without adding operational complexity, Match Boost represents a practical step forward in adapting audience strategies to a privacy first advertising landscape. As first party data becomes the foundation of digital advertising, capabilities like Match Boost are positioning CDPs as active drivers of media efficiency rather than passive data repositories.