Salesforce

Salesforce has built a significant AdTech and MarTech presence through aggressive acquisitions, spending over $30 billion to assemble Marketing Cloud and related capabilities. The company's AdTech assets include Salesforce Marketing Cloud for email and digital marketing, Datorama for marketing intelligence and analytics (acquired for $800M), and Krux DMP for data management (acquired for $700M). Salesforce's unique position as the leading CRM platform enables powerful first-party data activation, connecting customer data directly to advertising and marketing execution. The integration with Tableau (acquired for $15.7B) adds visualization and analytics capabilities. Salesforce focuses on enterprise B2B and B2C marketers, offering journey orchestration, personalization, and closed-loop attribution from advertising to sales.