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[科技] Salesforce To Buy Krux, Closing Ad Tech Gap With Rival Marketing Clouds

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不变的信仰 发表于 2016-10-4 08:49:20
296 9

Salesforce To Buy Krux, Closing Ad Tech Gap With Rival Marketing Clouds

Salesforce To Buy Krux, Closing Ad Tech Gap With Rival Marketing Clouds-1-网络科技-management,struggled,customers,listening,marketing
  Salesforce has shifted back into gear on ad tech M&A after a three-year quiet period.
  The company will snap up data management platform Krux in a move that could bring its marketing stack into closer parity with its archrival Oracle.
  The acquisition's price tag is believed to be in the $650 million to $750 million range, a number that, if true, will put smiles on the faces of many ad tech founders who have struggled with investor sourness and atrophied valuations in recent years.
  Buying Krux will let Salesforce customers do advanced segmentation and audience management from within the Salesforce Marketing Cloud (SMC), a platform that also includes marketing automation (acquired via ExactTarget in 2013), social campaign management (Buddy Media in 2012) and social listening (Radian6 in 2011) capabilities.
   Salesforce has an acute need for DMP capability. The company has until now focused on partner integrations to support its SMC customers' data management needs. In June 2015, the company partnered via its Active Audiences API withfive data partners, of which Krux was one. But its ability to ingest data streams from those partners could not fully support all complex instances for marketer data management. And ironically, much of the CRM data housed by Salesforce has been activated on its competitors' DMPs, namely Oracle and Adobe.
  Oracle, in particular, has focused strongly on an owned strategy for its data and data platform businesses, having acquired four companies in less than two years (BlueKai, Datalogix, Crosswise and AddThis).
  According to one senior agency source, it's been evident for some time that Salesforce needs a centralized data management capability.
  "Data is messy and it's got to go somewhere," this person said. "There's a collation and interpretive level that they've never had. Yes there are APIs, you can point your data to it. But if you point multiple data sets to it then it starts to break down."
   Historically known for its focus on publishers, Krux has over the past year been in a push to find uptake with advertisers. The2015 hire of Jon Suarez-Davis, Kellogg Co.’s VP of global media and digital strategy, as its chief marketing and strategy officer was part of that initiative. The company claims approximately 200 customers overall, and its brand customers have included ABInBev, ConAgra Foods and JetBlue.
  Krux is one of a shrinking handful of standalone data management companies, a group that also includes Lotame and Neustar's soon-to-be-spun-off ad tech holdings. Many others, such as BlueKai, Datalogix and LiveRamp, were scooped up in a wave of acquisitions in 2014.
  Recently, Krux took a significant step toward paid media buying by adding support for header bidding. A group of DSPs and 28 marketer buyers are using the offering to acquire media from the approximately 32 publishers that carry Krux's header-bidding tags, according to the company.
   

Salesforce To Buy Krux, Closing Ad Tech Gap With Rival Marketing Clouds

Salesforce To Buy Krux, Closing Ad Tech Gap With Rival Marketing Clouds-2-网络科技-management,struggled,customers,listening,marketing
lonvi 发表于 2016-10-4 09:53:24
不变的信仰日后必成大器!
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shyhk 发表于 2016-10-4 10:06:39
撸过。。。。
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祖国的老花朵 发表于 2016-10-4 10:18:25
顶贴不认真,大脑有问题。
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duniang22221 发表于 2016-10-4 10:18:28
楼主,大姨妈喊你回家吃饭!
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不念不忘少年蓝 发表于 2016-10-4 11:09:10
当你的眼泪忍不住要流出来的时候,睁大眼睛,千万别眨眼,你会看到世界由清晰到模糊的全过程
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御龙在天 发表于 2016-10-6 12:43:17
看起来好像不错的样子
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草莓奶茶 发表于 2016-11-7 21:11:35
不回帖,臣妾做不到啊!
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xiechaozhan 发表于 2016-11-10 16:37:53
要么回帖,要么捡肥皂
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小白龙 发表于 2016-11-19 20:26:33
纯粹路过,没任何兴趣,仅仅是看在老用户份上回复一下
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