Salesforce DMP (Krux)

Krux is a data management platform (DMP) that Salesforce acquired in 2016 and rebranded as Salesforce DMP, and later Audience Studio. It collects, unifies, and activates first-, second-, and third-party audience data to power segmentation, personalization, and targeted advertising across channels.

The platform helps marketers build a unified view of their audiences and act on it, connecting customer data to advertising and engagement efforts. As part of the Salesforce ecosystem, it integrates with the company's broader marketing and advertising tools and is used primarily by enterprise marketers managing large-scale, data-driven campaigns.