Krux
Krux enabled enterprises to unify and activate audience data across all digital touchpoints in real time, improving targeting precision and personalization while maintaining strong data governance and privacy controls.
Last updated May 22, 2026 by ATDb automated enrichment · Connections updated May 29, 2026
- Industry
- Data Management Platform (DMP)
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 201-500
- Funding
- ~$50M
- Parent Company
- Salesforce
- API Available
- Yes
Top-tier independent DMP serving major publishers, brands, and agencies before acquisition by Salesforce in 2016
Krux was a San Francisco-based data management platform (DMP) founded in 2010 that enabled publishers, brands, and agencies to collect, manage, and activate first-, second-, and third-party audience data at scale. The platform allowed clients to build rich audience segments, personalize content and advertising experiences, and improve targeting efficiency across digital channels including display, mobile, video, and social. Krux was widely regarded as one of the most technically sophisticated DMPs in the market, known for its real-time data processing capabilities and its ability to handle massive data volumes across complex enterprise environments. Krux served a broad range of high-profile clients including major media companies, Fortune 500 brands, and global agencies. Its platform was distinguished by strong data governance features, a privacy-by-design architecture, and deep integrations with the broader programmatic advertising ecosystem. The company raised approximately $50 million in venture funding before its acquisition and was considered a top-tier independent DMP alongside competitors like Oracle BlueKai, Adobe Audience Manager, and Nielsen DMP. In October 2016, Salesforce acquired Krux for approximately $700 million, integrating the technology into what became Salesforce DMP (later rebranded as part of Salesforce Audience Studio within the Salesforce Marketing Cloud). The acquisition significantly bolstered Salesforce's data and advertising technology capabilities, giving it a competitive DMP offering to rival those of Oracle, Adobe, and other marketing cloud vendors.
Krux DMP
Core data management platform for collecting, unifying, and segmenting first-, second-, and third-party audience data across digital channels
Krux Control
Data governance and tag management module providing oversight of data collection and usage across properties
Krux Activate
Audience activation layer enabling marketers to push segments to DSPs, SSPs, social platforms, and other media channels
Krux Predict
Predictive analytics and lookalike modeling capabilities to expand and enrich audience segments
Krux SuperTag
Tag management solution that also served as the data collection mechanism across publisher and advertiser properties
- 2010Founded
- 2016Acquired by Salesforce