Salesforce DMP

Enterprise-grade DMP within Salesforce Marketing Cloud ecosystem, sunset in favor of CDP solutions

Salesforce DMP was a data management platform that originated from Salesforce's acquisition of Krux Digital in 2016 for approximately $700 million. The platform enabled marketers and publishers to collect, unify, and activate first-, second-, and third-party audience data across digital advertising and marketing channels. It provided capabilities for audience segmentation, data onboarding, identity resolution, and activation across various advertising platforms and channels. As part of Salesforce Marketing Cloud, the DMP served enterprise clients seeking to leverage data for personalized marketing and advertising campaigns. It competed in the crowded DMP market alongside platforms like Adobe Audience Manager, Oracle BlueKai, and others. The platform was particularly strong in publisher data management and provided robust data marketplace capabilities. In 2019, Salesforce announced the evolution of its DMP capabilities into Salesforce CDP (Customer Data Platform), and by 2022, Salesforce officially sunset the DMP product, migrating customers to its newer CDP offering (formerly Evergage/Interaction Studio). This transition reflected the broader market shift from DMPs to CDPs, driven by privacy changes, cookie deprecation, and the need for first-party data strategies. The Krux technology and team that formed the foundation of Salesforce DMP left a lasting impact on the data management and audience segmentation space.