Salesforce Audience Studio
A · Ecosystem ServicesSubsidiaryUnifies audience data from multiple sources into actionable customer profiles and segments that can be activated across advertising and marketing channels, with deep integration into the Salesforce ecosystem.
Last updated Feb 18, 2026
- Industry
- Data Management Platform (DMP)
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 10,000-50,000
- Funding
- $50M
- Revenue Range
- $30B+
- Stock Symbol
- CRM
- Parent Company
- Salesforce
- API Available
- Yes
Market Position
Leading enterprise DMP integrated within Salesforce Marketing Cloud ecosystem
Overview
Salesforce Audience Studio, formerly known as Krux, is an enterprise-grade Data Management Platform (DMP) that was acquired by Salesforce in 2016. It enables organizations to collect, unify, and activate first-, second-, and third-party audience data across multiple marketing channels and touchpoints. The platform serves as a central hub for audience data management, allowing marketers to create detailed customer profiles, build audience segments, and distribute those segments to various advertising and marketing platforms for targeted campaign execution. As part of the Salesforce Marketing Cloud ecosystem, Audience Studio provides deep integration with other Salesforce products while also connecting to hundreds of external data sources, advertising platforms, and marketing technology solutions. The platform is designed for large enterprises that need sophisticated data management capabilities to power personalized marketing at scale. It competes in the DMP space alongside platforms like Adobe Audience Manager, Oracle BlueKai, and Lotame, positioning itself as a comprehensive solution for organizations already invested in the Salesforce ecosystem or seeking enterprise-grade data management capabilities.
Products & Features
Data Collection
Collects first-, second-, and third-party data from websites, mobile apps, CRM systems, and other sources
Audience Segmentation
Creates and manages audience segments based on behavioral, demographic, and transactional data
Data Activation
Distributes audience segments to advertising platforms, DSPs, and marketing channels
Identity Resolution
Unifies customer identities across devices and channels to create single customer views
Data Marketplace
Access to third-party data providers for audience enrichment and expansion
Key Features
Cross-device identity resolutionReal-time data collection and activationAudience segmentation and modelingData marketplace accessPrivacy and consent managementIntegration with Salesforce Marketing CloudCustom audience creationLookalike modelingData quality and governance toolsMulti-channel activation
Use Cases
Cross-channel audience targeting and personalizationCustomer journey orchestrationLookalike audience modeling for acquisitionRetargeting and remarketing campaignsAudience insights and analyticsData monetization through audience sharingOmnichannel marketing optimizationCustomer lifetime value optimization
Customer Segments
Large enterprisesRetailers and e-commerce companiesMedia and entertainment companiesFinancial servicesTravel and hospitalityTelecommunicationsAutomotive brands