COLOGNE \u2013 About a year ago, customer management provider Salesforce acquired data management platform Krux Digital, to keep pace with competitors like Adobe and Oracle. With Krux providing new muscle to the Salesforce Marketing Cloud, it has considerably upped the ante in leveraging brands\u2019 first-party data.<\/p>\n
Salesforce Marketing Cloud Chief Strategy Officer Jon Suarez-Davis headed up marketing and strategy at Krux. Now that company’s DMP is helping mass marketers from ConAgra to Pernod Ricard take their first-party data and \u201cunify it to individuals\u201d to target them with dynamic creative, he explains in this interview with Beet.TV.<\/p>\n
Conagra is using the Salesforce DMP \u201cin a very progressive way,\u201d Suarez-Davis<\/a> says during a break the DMEXCO advertising and media trade show.<\/p>\n A case in point is how ConAgra uses comScore to blacklist cookies or IDs that may be associated with fraud or bad traffic, then ingests that data into the Salesforce DMP to ensure the company doesn\u2019t bid against any of it, as AdExchanger reports<\/a>.<\/p>\n Additionally, ConAgra uses the DMP to improve cross-device media and creative sequencing.<\/p>\n