Hasta La Creative!

Customer management powerhouse Salesforce has made a splash of a purchase that isn’t Twitter, the subject of splashy acquisition rumors last week.

Instead of Twitter, Salesforce has acquired data-management platform Krux for $700 million in an even mix of cash and stock, according to a company filing with the SEC.

Marketers use data-management platforms, more commonly known as DMPs, to make sense of first-party data from customer email addresses to sales figures. They hope that better combining, analyzing and linking that data with third-party information can help them design and target their sales pitches.

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