Skip to content
ATDbbeta
Brief
Salesforce DMP ceased operations on January 1, 2024
Salesforce DMP

Salesforce DMP

Data Management Platform (DMP)Product· part of Salesforce Marketing Cloudsalesforce.com

Salesforce DMP was a data management platform, originally founded as Krux in 2010, that was acquired by Salesforce in 2016 and has since shut down, with Salesforce confirming that it is no longer available for purchase.

Last updated Oct 5, 2026 by the ATDb Editorial Team

Founded
2010
HQ
San Francisco, California, United States
Parent
Salesforce Marketing Cloud
Connections
31

AI-drafted from public sources15 sources cited

At a glance

Employees
201-500
Funding
~$700M acquisition by Salesforce (2016)
Stock
CRM
30integrations1corporate family
Data Management PlatformMarketing Technology

About

Was a top-tier enterprise DMP within the Salesforce Marketing Cloud ecosystem, competing with Oracle BlueKai and Adobe Audience Manager before being sunset in 2024.

Salesforce DMP was a data management platform, originally founded as Krux in 2010, that was acquired by Salesforce in 2016 and has since shut down, with Salesforce confirming that it is no longer available for purchase. As part of the Salesforce Marketing Cloud, it enabled users to capture, unify, and activate data across customer touchpoints, using machine learning and artificial intelligence to define audience segments and reach target audiences. It served as a key piece of the adtech ecosystem, allowing users to purchase digital ads targeted at specific demographics and market segments using anonymized, third-party data collected from browser cookies. Among ad buyers, Salesforce DMP was recognized for strong DMP-DSP match rates, thought leadership, and ease of use, and it gained considerable prominence among advertisers and agencies in the year following the Krux acquisition. Ultimately, the rise of privacy regulations, the anticipated deprecation of third-party cookies, and restrictions on cross-app tracking eroded the value of third-party data and led Salesforce to take Audience Studio off the market. Source 1: gourmetads.com — Salesforce DMP / Krux DMP // Data Segments Source 2: techtarget.com — Salesforce to pull plug on Audience Studio DMP Source 3: adexchanger.com — Oracle DMP: Still The Most Recognized And Used, But ...

Business model

SaaS

Target market

Enterprise

What they offer

  • Audience Studio (DMP)

    Core data management platform for collecting, unifying, and segmenting audience data from first-, second-, and third-party sources.

  • Audience Activation

    Tools to push audience segments to DSPs, ad servers, and other activation endpoints for targeted advertising.

  • Lookalike Modeling

    Machine learning-driven modeling to expand audience reach by identifying users similar to known high-value segments.

  • Publisher Data Monetization

    Capabilities enabling publishers to package and sell their audience data to advertisers through integrated data marketplaces.

  • Cross-Device Identity

    Identity resolution features to unify user profiles across devices and channels.

Key features

First-, second-, and third-party data unificationReal-time audience segmentationLookalike and predictive modelingCross-device identity resolutionIntegration with DSPs, SSPs, and ad serversPublisher data monetizationSalesforce Marketing Cloud native integrationConsent and privacy management tools

Use cases

Audience segmentation for programmatic advertisingCross-channel personalization and retargetingPublisher audience data monetizationLookalike audience expansionFirst-party data activation across media channelsCross-device audience unification

Customer segments

Enterprise brand advertisersDigital publishers and media companiesAdvertising agenciesRetail and e-commerce companiesFinancial services firms

Tech & specs

Technology stack

Big data processing infrastructureMachine learning and predictive modelingReal-time bidding integrationsRESTful APIsCloud-based SaaS architecture

Security & compliance

GDPRCCPASOC 2IAB Transparency and Consent Framework

Deployment

Cloud

API

Yes

Explore further

2 views
On the Mapby country + regionOn the GraphNetwork around Salesforce DMP