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The new Performance Engine introduces an AI-powered Audience Agent and activation tools that help brands transform first-party customer data into measurable marketing performance.
Rokt mParticle, the performance customer data platform (CDP) for global enterprises, has unveiled the Performance Engine, a new suite of AI-powered capabilities designed to help brands convert first-party customer data into measurable revenue growth. The launch introduces the Audience Agent, an intelligent assistant that builds high-performing customer audiences, alongside a set of Performance Accelerators that improve audience activation and campaign effectiveness.
The Audience Agent acts as a strategic AI partner, analyzing a brand’s customer data to recommend audience segments most likely to achieve specific marketing goals. Rather than requiring manual configuration, marketers simply describe their desired outcome, and the agent identifies relevant customer signals, explains its reasoning, and presents audience recommendations for review before activation.
Complementing the Audience Agent are four Performance Accelerators that address common first-party data challenges. Newly introduced Audience Expansion identifies additional high-value customers using predictive AI, while Household Reach enables brands to target households instead of individuals for products and services with shared purchasing decisions. Existing capabilities such as Match Boost and Predictive Audiences further enhance campaign reach and optimization.
Early customer results highlight the platform’s impact. After implementing Match Boost, CKE Restaurants reported a 117% increase in Google Ads match rates for Hardee’s, while Carl’s Jr. achieved a 62% increase in Google Ads match rates and a 22% lift on Meta, enabling the brands to reach more customers within their existing first-party audiences.
“We saw an immediate lift in reach after enabling Match Boost,” said Cathy McGill, Director of Digital Products at CKE Restaurant Holdings, Inc. “It helped us connect with more of the audiences we’d already invested in, without any incremental effort, and we’re excited to see how Match Boost can become a larger part of our campaign strategy.”
According to Sam Dozor, Chief Technology Officer at Rokt, the platform’s advantage comes from the quality of the underlying customer data rather than AI alone.
“The industry is pouring its AI energy into execution—creative, copy, channel orchestration,” said Dozor. “The harder problem is identifying who to reach, how accurately to identify them, and how confidently to predict what they’ll do next. The agent does the heavy reasoning while the marketer keeps the judgment.”
Built on mParticle’s hybrid CDP, the Performance Engine combines enterprise identity resolution, real-time data pipelines, and predictive analytics to create a continuous feedback loop. As campaigns generate new conversion data, the Audience Agent continuously refines its recommendations, enabling increasingly accurate audience targeting over time.
The Performance Engine is available to select customers today, with broader availability expected throughout the summer.
