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mParticle

mParticle

mParticle is an enterprise customer data platform that collects, transforms, and routes user data across marketing and analytics tools. SDK scripts capture events and user attributes from web applications and forward them in real time to connected destinations like analytics, CRM, and ad platforms.

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Overview

mParticle is an enterprise customer data platform that collects, transforms, and routes user data across marketing and analytics tools. Its SDK captures events and user attributes from web and mobile applications and forwards them to connected destinations like Amplitude, Braze, and ad platforms.

What This Script Does

  • Loads the mParticle web SDK to capture page views, clicks, and custom events
  • Collects user attributes such as user ID, device info, and session data
  • Routes collected data in real time to configured downstream integrations (analytics, advertising, CRM)
  • Sets cookies to maintain user identity across sessions
  • May forward data to advertising platforms depending on configuration

Consent & Compliance

  • Category: Analytics / Marketing
  • GDPR: Requires consent. Collects personal data and may forward it to advertising partners.
  • CCPA: Data routing to ad platforms qualifies as sale/sharing. Consent or opt-out mechanism required.
  • ePrivacy: Requires consent for cookies used to identify and track users.

Should You Block This Without Consent?

Yes. mParticle aggregates behavioral data and routes it to third-party marketing and analytics services. Because its destinations often include advertising platforms, it should be blocked until the user provides consent.

Is mParticle GDPR compliant?

mParticle typically loads analytics and marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So mParticle can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads mParticle, not on mParticle itself.

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Consent Categories

AnalyticsMarketing

Also Known As

mParticleCDPcustomer data platformdata routingevent streamingAmplitude integrationBraze integration

Industries

Computers Electronics and Technology

Tracked Domains (1)

jssdkcdns.mparticle.comAnalytics

jssdkcdns.mparticle.com is an analytics domain operated by mParticle, used to measure visits, sessions, and on-site behavior.

Frequently Asked Questions

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