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The Next Generation of mParticle's Customer Data Platform

Posted on 12.10.2015

Mobile data automation platform mParticle has unveiled the next generation of its customer data platform, which includes changes to its SDKs and a new API for partners to build integrations.

With the update, mParticle completely open sourced all of its SDKs across Android, iOS and JavaScript to provide developers with transparency, better performance, ease of use and flexibility. Moreover, the company notes that the latest versions were built on a loosely coupled architecture model with asynchronous APIs in order to balance speed and reliability. The latest versions of the SDK are currently available on Github.

The update offers an embedded kit framework to reduce the weight of the SDK and improve control offered to developers. The update also gives apps control over which partner libraries they want to include in the core mParticle SDK, reducing overhead and improving performance. Although most of mParticle’s integrations are server-side, some app services like mobile measurement partners and deep linking solutions require client-side integrations.

Additionally, the latest JavaScript SDK provides omni-channel marketers with capabilities to collect, connect and convert Web data across any partner or any channel. Customers can remove data silos across Web and app, and unify identities across their properties. The JavaScript SDK also addresses complex e-commerce Web data, enabling brands to handle product catalog, shopping cart and checkout data. Lastly, the Firehose API is a self-service API that is built on top of Amazon Web Services (AWS) Lambda. The API allows anyone who has built an analytics or marketing service offer access to their service to any of the apps on the platform.

“Our goal from the beginning has been to enable mobile marketers to move faster, while enabling mobile engineers to protect the speed and stability of the user experience,” said Michael Katz, co-founder and Chief Executive Officer, mParticle. “These platform upgrades are part of our ongoing commitment to offer the very best tools to both sides of the ecosystem, making it easier than ever for Apps to connect their data with App Services.”

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