Krux

Top-tier independent DMP serving major publishers, brands, and agencies before acquisition by Salesforce in 2016

Krux was a San Francisco-based data management platform (DMP) founded in 2010 that enabled publishers, brands, and agencies to collect, manage, and activate first-, second-, and third-party audience data at scale. The platform allowed clients to build rich audience segments, personalize content and advertising experiences, and improve targeting efficiency across digital channels including display, mobile, video, and social. Krux was widely regarded as one of the most technically sophisticated DMPs in the market, known for its real-time data processing capabilities and its ability to handle massive data volumes across complex enterprise environments. Krux served a broad range of high-profile clients including major media companies, Fortune 500 brands, and global agencies. Its platform was distinguished by strong data governance features, a privacy-by-design architecture, and deep integrations with the broader programmatic advertising ecosystem. The company raised approximately $50 million in venture funding before its acquisition and was considered a top-tier independent DMP alongside competitors like Oracle BlueKai, Adobe Audience Manager, and Nielsen DMP. In October 2016, Salesforce acquired Krux for approximately $700 million, integrating the technology into what became Salesforce DMP (later rebranded as part of Salesforce Audience Studio within the Salesforce Marketing Cloud). The acquisition significantly bolstered Salesforce's data and advertising technology capabilities, giving it a competitive DMP offering to rival those of Oracle, Adobe, and other marketing cloud vendors.