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Krux

Krux

Acquired

Krux was a data management platform acquired by Salesforce in 2016.

HQ
San Francisco, CA, US
Founded
2010
Overview
M & A
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Contents

  1. 01Executive Summary
  2. 02Products & Services
  3. 03Competitive Strengths
  4. 04Competitive Risks
  1. 01Executive Summary
  2. 02Products & Services
  3. 03Competitive Strengths
  4. 04Competitive Risks

Memo

Krux was a terminal acquisition fully absorbed by Salesforce. The Krux brand no longer operates as an independent external company, and its data platform functions were folded into Salesforce Data Cloud.

Historical acquisition terms and integration outcomes are documented through Salesforce press releases and contemporaneous industry coverage.

Product Overview

Krux operated a data management platform that helped brands collect, unify, and activate consumer data for marketing campaigns. The platform focused on identity resolution and audience segmentation for digital advertising.

After acquisition, Krux capabilities were absorbed into Salesforce marketing and data products rather than continuing as a standalone brand.

Competitive Advantages

Krux differentiated through strong identity and data unification tooling aimed at enterprise marketers managing fragmented consumer signals. Its platform connected CRM, web, and partner data for audience targeting.

The company competed with other data management and customer data platforms before Salesforce integrated its technology.

Competitive Disadvantages

After acquisition, Krux faced integration into Salesforce and reduced standalone brand independence.

Competing platforms continued as independent vendors while the acquired product evolved inside Salesforce.