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Publishers control a goldmine of data about their visitors. The problem is finding a way to let advertisers make the most of itwith confidence and without losing too much money to data brokers along the way.

Now Salesforce, the juggernaut of customer relationship management software, is trying to cash in on that challenge with a possible solution, a platform that helps publishers sell their data to ad buyers.

Publishers such as Tronc, Variety, Cars.com and Leaf Group have already bought in, as media buyers from outfits like Conagra, Anheuser-Busch and Heineken, according to Salesforce.

Continue reading at AdAge.com