Salesforce to Buy Data Marketing Platform Provider Krux

Salesforce (CRM) is to acquire San Francisco, CA-based data marketing platform provider Krux.

The deal reportedly amounts to $700m.

The agreement aims to combine Salesforce’s CRM platform with Krux’s data management platform (DMP), the Intelligent Marketing Hub™. As a part of the Salesforce ecosystem, Krux’ team will work with Salesforce to continue to make its marketing cloud smarter by extending its audience segmentation and targeting capabilities.
In addition, Krux will feed Salesforce Einstein with billions of new signals.

Led by CEO Tom Chavez and CTO Vivek Vaidya, Krux provides more than 200 marketers and media companies with a data management platform that captures, unifies, and activates data signatures across every device (desktop, mobile, tablet, set-top) and every channel (display, social, search, video), in real time to deliver media, content, and commerce experiences that aim to deepen consumer engagement, strengthen brands, and improve business performance.
Founded in 2010, the company serves clients including Kellogg, ConAgra, Jet Blue, Mondelez, Time Warner, Meredith and Peugeot-PSA.



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