Krux

One of the leading independent DMPs prior to acquisition, recognized by analysts as a top-tier platform for audience data collection and activation

Krux was a pioneering data management platform (DMP) founded in 2010 and headquartered in San Francisco, California. The platform enabled publishers, marketers, and agencies to collect, unify, and activate first-, second-, and third-party audience data across digital channels, helping clients build richer audience segments, improve targeting precision, and maximize the value of their data assets. Krux served a broad range of enterprise clients including major media companies, brand advertisers, and agency holding groups, positioning itself as one of the most capable and scalable DMPs in the market. At its peak, Krux managed data on billions of consumer interactions and was recognized as a leader in the DMP category by analyst firms. Its technology allowed clients to ingest data from web, mobile, and offline sources, create granular audience profiles, and push those segments to downstream activation channels including programmatic advertising, email, and personalization platforms. This end-to-end data orchestration capability made Krux a highly strategic asset in the rapidly evolving marketing technology landscape. In October 2016, Salesforce acquired Krux for approximately $700 million in cash and stock, integrating it into the Salesforce Marketing Cloud to strengthen its data-driven marketing capabilities. On May 17, 2017, Krux was officially rebranded as Salesforce DMP, marking the end of the Krux brand as a standalone identity. The acquisition and subsequent rebrand underscored the growing importance of audience data management within enterprise marketing stacks and cemented Salesforce's position as a major player in the marketing technology ecosystem.