Twitter also has ad tech products that could fit into either Salesforce Marketing Cloud or its new, Demandware-powered Commerce Cloud. Those products include a demand-side business (TellApart), a mobile ad exchange (MoPub) and mobile purchasing platform TapCommerce.
One can envision synergies for these components with Krux as well as Salesforce’s own assets like social media marketing platform Buddy Media and social listening tool Radian6.
Salesforce, however, has not shown an interest in participating in open ad exchanges before – and there’s no indication that it would want to start now by inheriting MoPub.
TellApart and TapCommerce make more sense. TellApart has cross-device, targeting and attribution capabilities that could slot Marketing Cloud. (Oracle acquired Crosswise to provide cross-device ID matching.) TapCommerce could fit with Commerce Cloud.
All of these assumptions are based on Salesforce having a Twitter strategy. And Benioff’s comments to investors indicate there isn’t one.
While many investors questioned whether Salesforce, with a market cap of $46.09 billion and $1.72 billion in total cash during its Q2 2017, could even afford Twitter – expected to go for $20 billion – Recode recently indicated that Disney and Google were not going to bid.
Would a dip in Twitter's price make that "diamond in the rough," as Benioff called it, shine even more?