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Salesforce opens up its second-party data marketplace
Data Studio, which had been restricted to Salesforce subscribers, now allows anyone to buy, sell or trade customer data.
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.