Although Salesforce.com already provided lookalike modeling and offline measurement through Facebook, Twitter and Datalogix, an Active Audiences API could give it much more publisher scale in addition to benefits of a media company without actually becoming a media company, said Dave Hendricks, president of LiveIntent.
For instance, Krux, which has a publisher-focused data-management platform, could add more intelligence on known customers to boost the audience segments its clients are opening up to advertisers.
“At a strategic level … this is an exciting opportunity to work with Salesforce.com to widen the aperture of their current marketing solution,” noted Tom Chavez, co-founder and CEO of Krux. “This expands [their offering] beyond known people identified through email to include the open Web, mobile, programmatic, search, display.”
Similarly, Salesforce.com, which already worked with Datalogix, will open the door to LiveRamp to embed a data onboarding service within the Salesforce.com Marketing Cloud interface, according to Travis May, president of LiveRamp.
The deal with LiveRamp does not preclude customers from using the Oracle-owned Datalogix, if they wish, since Salesforce.com's longtime strategy as a company has been to launch capability-based clouds (marketing, sales, customer service, analytics) and then construct massive partner app ecosystems around each of them.
"We've always believed in … integrating to our partners and not the other way around," May noted. "Salesforce.com made it easy for us to provide a user experience that anyone could use to run cross-channel marketing campaigns."