Salesforce has agreed to acquire Krux, which tracks and collects data signatures across a variety of media devices and channels, for $340 million in cash and stock. The deal reportedly values the company at about $700 million. Krux has previously raised funds from VCs such as IDG Ventures, Accel and Sapphire Ventures, including a $35 million Series B in June 2015 that valued the company at $136 million.
The purchase comes as Salesforce eyes a much larger prize: Twitter. The acquisition of Krux could nicely complement such a deal. Boasting current customers such as Ticketmaster and L’Oréal, Krux deploys AI to analyze audience signals in order to help advertisers develop a holistic view of individual customers. Krux should fit into the Salesforce ecosystem either way, but a possible combination with Twitter would only add to its treasure trove of consumer data and could make the Salesforce marketing cloud an even more significant player in adtech.