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Salesforce is tying its customer relationship management tool to Facebook and Twitter ad platforms in an effort to trigger ads based on consumers’ interactions with marketers.

The moves comes at a time when marketing automation and CRM software companies are integrating with ad-tech products, looking give their customers the ability to supplement email and text messaging with paid advertising.

“With Active Audiences, which we’re announcing today, you can take your existing customer database and target specific contacts within it with ads,” said Eric Stahl, senior VP-product marketing at Salesforce, referring to the product’s name.

Continue reading at AdAge.com