Founded in 2013, mParticle is used to bring together brands’ various data sources and connect to marketing and analytics APIs. The platform is used by companies including NBC Universal and Spotify.

The funding brings mParticle’s total amount of capital raised to over $120m. The company will use the investment to further develop its products and expand its global infrastructure in line with international privacy regulation.

It will also look to form partnerships, the first of which is a tie-in with LiveRamp, which, according to mParticle, will lead to increased audience addressability, faster on-boarding and improved privacy controls and governance.

Arrowroot Capital managing partner Matthew Safaii will also join mParticle’s board of directors.

Michael Katz, co-founder and chief executive of mParticle, said: “The announcement is a significant milestone on our journey to deliver our broader vision, and we couldn’t be more thrilled to partner with the team from Arrowroot.”