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Salesforce opens up its second-party data marketplace

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In October of last year, Salesforce acquired data management platform (DMP) Krux. This week, the marketing software giant announced the general availability of its Data Studio, a marketplace of B2C second-party data that is built on Krux’s Link product.

The Data Studio had previously been available only to subscribers of the Salesforce platform, but now anyone can pay the monthly subscription and make arrangements for participating brands’ first-party data, which — when bought, sold or traded — is known as second-party.

Typically, Marketing Cloud Chief Strategy Officer Jon Suarez-Davis told me, the data is used anonymously, but usage and prices are up to the transacting parties. While the focus is on second-party data, any kind of data can be exchanged.

[Read the full article on Martech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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