Salesforce Audience Studio

Was a top-tier enterprise DMP within the Salesforce Marketing Cloud ecosystem, competing with Adobe, Oracle, and Nielsen before being sunset in 2021.

Salesforce Audience Studio was a data management platform (DMP) that helped marketers retarget anonymous users across ad networks, and it has since been retired.¹ The platform allowed organizations to aggregate and segment data from many sources — including website analytics tools, social media, and CRMs — creating detailed audience segments based on attributes such as demographics, behavior, and purchase history, which marketers could then activate across channels such as email, social media, and display advertising.² It collected data via cookies and device IDs to tie user-completed events back to specific profiles, making that data available so marketers could build granular cohorts to target across various advertising channels.¹ The platform incorporated both a supply-side platform (SSP), to help with ad inventory management, and a demand-side platform (DSP), which helped marketers maximize the efficiency of their ads.³ Salesforce Audience Studio also included analytics that allowed marketers to measure campaign effectiveness and optimize campaigns to improve ROI over time.² As of February 1st, 2024, Salesforce Marketing Cloud Audience Studio was made no longer available, with all 42 of its products retired.¹ Source 1: hightouch.com — Salesforce Audience Studio (Retirement & Replacements) Source 2: deselect.com — Preparing for Salesforce Audience Studio Sunset Source 3: rackspace.com — Everything You Need to Know About Salesforce Audience ...