Salesforce will buy Krux to expand behavioral tracking capabilities

Salesforce.com has agreed to buy user data management platform Krux Digital, potentially allowing businesses to process even more data in their CRM systems.

Salesforce will pay around $340 million in cash and a similar amount in shares for Krux, according to a filing it made with the Securities and Exchange Commission on Tuesday. It expects to close the deal by the end of January.

Krux describes its business as "capturing, unifying, and activating data signatures across every device and every channel, in real time."

Essentially, it performs the tracking underlying behavioral advertising, handling 200 billion "data collection events" on three billion browsers and devices (desktop, mobile, tablet and set-top) each month.

To read this article in full or to leave a comment, please click here