• by Philip Rosenstein , November 2, 2016

Ad-tech marketing firm Krux announced Tuesday the finalization of its acquisition by Salesforce. The deal was first announced on Oct. 3.

With Krux’s DMP now part of the Salesforce Marketing Cloud, Salesforce customers will have additional segmentation and targeting capabilities. Krux clients will be able to retain the original Krux contacts for the foreseeable future, along with capabilities offered by Salesforce.

The acquisition also involves Krux feeding billions of new data points into Salesforce Einstein.

“By leveraging the global resources of Salesforce, we will be able to pursue our mission of driving more relevant and valuable consumer experiences,” stated Tom Chavez, CEO and co-founder of Krux.