Relay42

Leading European CDP provider before acquisition by Salesforce

Relay42 was a European-based customer data platform and journey orchestration solution that specialized in helping enterprise marketers unify customer data from multiple sources and activate it for personalized marketing campaigns. Founded in 2010, the company built its reputation on providing sophisticated data management and AI-driven journey orchestration capabilities that allowed brands to create unified customer profiles and deliver consistent experiences across digital touchpoints. The platform was particularly strong in the European market, where it served major brands across retail, financial services, telecommunications, and other industries. In August 2021, Salesforce acquired Relay42 to enhance its Marketing Cloud capabilities, particularly in the areas of customer data platform functionality and journey orchestration. The acquisition was part of Salesforce's strategy to strengthen its position in the CDP market and compete more effectively with standalone CDP vendors. Following the acquisition, Relay42's technology and team were integrated into Salesforce Marketing Cloud, with the company's CDP and journey orchestration capabilities becoming part of Salesforce's broader marketing automation ecosystem. Relay42's legacy lives on through its contributions to Salesforce's CDP and journey orchestration offerings, particularly influencing the development of Salesforce's unified customer profile and real-time personalization capabilities. The company was known for its strong focus on privacy compliance, particularly GDPR, which aligned well with Salesforce's enterprise customer base and regulatory requirements.