Salesforce DMP

Was a top-tier enterprise DMP, competing with Oracle BlueKai and Adobe Audience Manager, with particular strength in publisher-side data management and CRM integration via Salesforce.

Salesforce DMP, originally founded as Krux Digital in 2010, was a pioneering data management platform (DMP) that enabled enterprise marketers, publishers, and agencies to collect, unify, and activate first-, second-, and third-party audience data at scale. Krux built a strong reputation for its robust data governance, real-time segmentation capabilities, and ability to process massive volumes of consumer signals across web, mobile, and connected TV environments. Salesforce acquired Krux in 2016 for approximately $700 million, integrating it into the Salesforce Marketing Cloud as its DMP offering and rebranding it Salesforce DMP. Following the acquisition, Salesforce DMP became a central component of the Salesforce Customer Data Platform strategy, connecting audience intelligence with advertising, email, and personalization workflows. It competed directly with Oracle BlueKai, Adobe Audience Manager, and Nielsen DMP, positioning itself as the enterprise-grade choice for brands seeking deep integration with CRM and marketing automation data. The platform was particularly valued for its publisher-side capabilities, cross-device identity resolution, and lookalike modeling features. As the AdTech industry shifted away from third-party cookie-dependent DMPs toward Customer Data Platforms (CDPs) and first-party data strategies, Salesforce chose to sunset the DMP product in 2022. Salesforce directed customers toward its Salesforce CDP (later rebranded as Data Cloud), which offered a more privacy-resilient, first-party-data-centric approach. The sunset of Salesforce DMP reflected a broader industry trend of traditional DMPs declining in relevance as cookie deprecation and privacy regulations reshaped the data landscape.

• 2010Founded
• —Defunct