# Should I migrate from Krux The room usually agrees Data 360 should restore the old data management platform, before anyone has said what a unified profile actually does. Audience Studio ended on 1 February 2024. **Published:** 2026-02-02 **Canonical:** https://synconai.com/should-i-migrate-from-krux **Author:** SynconAI Architecture Team ## In short Audience Studio, formerly Krux, reached end of life on 1 February 2024. Do not treat Data 360 as a restore of that data management platform. Identity resolution relates source profiles. It is not a golden record and does not override source values. An AppExchange search will not bring the platform back. ## Sources - **Announcement: Salesforce Audience Studio DMP (Krux) End of Life is February 1, 2024** (retrieved 2024-02-01) https://docs.liveramp.com/connect/en/announcement--salesforce-audience-studio-dmp--krux--end-of-life-is-february-1%2C-2024--1-29-24-.html > Salesforce has officially announced that the End of Life date for Salesforce Audience Studio DMP (formerly known as Krux) is February 1, 2024. ## What to take away - The agreement that Data 360 restores Krux is compatible with a segment file in a folder, and incompatible with a data management platform anyone can still open. - Krux became Salesforce Audience Studio. End of life was 1 February 2024. There is no DMP left to migrate into. - Identity resolution is not a golden record. It does not pick a winning value and it does not override source values. - An AppExchange search will not bring the DMP back. Alternatives are not ranked, and no listing is invented. ## The guide A segment file named Krux is in the migration folder. Around the table everyone already agrees Data 360 should restore the data management platform, and someone has drawn one arrow from the file to a box called golden record. The end of life was 1 February 2024. The agreement is the problem. It is easy to reach, and it fits a newer data product, which is not a reversal of that date. A folder with an old name is compatible with a historical extract, a unified profile that relates source profiles, a business rule about which email a send should use, and a wish that the profile picks a winner. Only the end of life is a fact about Krux. Identity resolution does not do the wishing. Calling the relationship "Krux, but in Data 360" drops both the retirement and the limit on what a profile is. What follows are the questions that separate a refused restore from a real identity question. Each has a good answer and a bad answer, and the difference is whether the answer names something specific: a file, a date, two source values, a person who will not crown a winner. A general answer at this stage is what turns into an overwrite. ::: warn Audience Studio reached end of life on 1 February 2024. Do not treat Data 360 as a restore of Krux. Identity resolution is not a golden record and does not override source values. An AppExchange search will not bring the DMP back. ::: | Question | Who has to answer it | What a bad answer usually means | | --- | --- | --- | | 1. What is the segment file | The person who can still open it | Audience Studio is being treated as a destination | | 2. Is Data 360 being asked to be Krux | Whoever drew the restore arrow | A rename of a data product is standing in for a reversal | | 3. What does identity resolution actually do | Whoever said the profile wins | A winning value is about to be stamped back over the sources | | 4. What are the two source values | The person who holds both systems | One email is being crowned without a rule | | 5. What must the plan refuse | Whoever offered a listing or a rank | A search result is being treated as a reversal of the end of life | ## 1. What are you actually holding? The question is not how to migrate Krux. It is whether anyone can still open the segment file, and whether the plan's destination is still Audience Studio or Krux. **A good answer sounds like** the file name, whether it opens, the date it was opened, and the destination crossed out because end of life was 1 February 2024. **A bad answer sounds like** the folder is a system you can cut over. A folder with the old name is not a system. Do not build a migration into Audience Studio. There is no DMP left to receive the segment. Stopping the restore is a finished answer. It is allowed to disappoint a plan that wanted a destination. The plan's disappointment is not a reason to invent a listing, a golden record, or a date later than the end of life. The date already happened. Krux became Salesforce Audience Studio, the data management platform. That platform reached end of life. The announcement says the date, and the sentence is quoted once: "Salesforce has officially announced that the End of Life date for Salesforce Audience Studio DMP (formerly known as Krux) is February 1, 2024." The day is 1 February 2024. The sentence writes February 1, 2024. Same day. What the software is now is not a DMP you can open. It is a retired name. There is no current Audience Studio to open or to migrate into. People still say Krux because the file is named that way. Rename the folder, or write the end-of-life date on it, so the next reader does not schedule a load. The bytes in the file, if they open, are a historical extract. An extract is not a distribution. A distribution would be leaving for a destination the DMP still operated. This one does not. ## 2. Is the arrow a restore? Do not aim the folder at Data 360 and call the aim a restore. Data 360 can be discussed, on its own terms, for work you can describe without the word Krux. The moment the reason is "so we get Krux back", the reason fails. Say that in the meeting. Take the arrow off. **A good answer sounds like** the purpose rewritten, by a named owner, in words that do not mention Krux, or an admission that the rewrite is empty and there is no separate job. **A bad answer sounds like** Data 360 so we get Krux back. That sentence is a restore. If the rewrite is empty, you do not have a Data 360 job. You had a revival. Revivals are finished. No product is appointed here as Krux returned. End of life is the end of that platform. A newer data product is a newer data product. It is not a reversal. Count the segments, activations, and distributions people still describe as if Audience Studio were receiving them. Each one is a correction. The count of DMP destinations here is zero. A Data 360 design, if you truly have a separate one, is not in that count, and it is not this migration. Do not load the rows into Data 360 in order to say Krux has been migrated. ## 3. What does identity resolution do, and what does it refuse? Data 360 can hold source profiles. Identity resolution is the processing that relates those source profiles. A unified profile, in the sense allowed here, is a way of relating those sources. It is not a golden record. A golden record would pick a winning value and write that value over the others. Identity resolution does not do that. It does not override source values. The value that arrived from a source stays the value from that source. **A good answer sounds like** a description, given by the person proposing the profile, of two sources related and neither value overwritten. **A bad answer sounds like** the profile wins. If your plan needs a winner stamped back, you do not want identity resolution. You want a rule that is not pretended here to be the DMP's successor. Krux is not this object. The DMP distributed segments. End of life stopped that platform. Describe identity resolution as relating sources without overriding them. Then you are allowed to compare. Not before. Once that description is in the room, the comparison is short. It is not a restore of Audience Studio. A segment the DMP used to distribute is not recreated because two profiles were related. The relationship does not republish the segment. Do not rank Data 360 against other data tools, and do not rank it as the winner of a Krux replacement contest. It is not in that contest. The contest is refused. Data 360 may still be the right place for a stated identity problem. That problem has to be stated without the restore. If you cannot state it, you do not have it. ## 4. What do you do when two sources disagree? Write a person who appears in two sources before you draw a box. Source A says one email. Source B says another. Identity resolution does not choose the winner and stamp it back. **A good answer sounds like** both emails written side by side, with no winning value, and a separate sentence if a downstream send needs a single address: a rule the organisation states for that send, not a restored platform. **A bad answer sounds like** we picked the email and called it the golden record. You do not pick a winner here, and identity resolution will not pick one for you. If a downstream send truly needs a single email, that need is a rule your organisation has to state for that send. State it as a rule. Do not state it as "Krux restored" and do not state it as a golden record. Rows of old segment membership are a historical extract. Leave them in the folder. Rename the folder if the name still invites a project. "Krux migration" is an invitation. A label that says Audience Studio extract, end of life 1 February 2024, tells the next reader the decision already ended. A restore arrow drawn on a whiteboard the same week should be rubbed out before the meeting ends, so it cannot be copied into a ticket. Keep three lines apart. Identity resolution: relates source profiles, not a golden record, does not override source values. Krux and Audience Studio: end of life on 1 February 2024. Restore: refused. A plan that cannot keep the three lines apart is trying to bring the DMP back. There is no score. ## 5. What is the plan using instead of the date? The substitutes are a listing, a rank, and Data 360 labelled as the replacement DMP. **A good answer sounds like** a refusal, written by the person who opened the file, of a listing, a rank, and any label that calls Data 360 a restored Audience Studio. **A bad answer sounds like** a link to a listing, or a slide that ranks data tools and puts Data 360 first as the Krux replacement. No listing is invented here. An app, a publisher, a review count, and a price would be an invention. The product reached end of life. An AppExchange search will not bring the DMP back. A listing is not Audience Studio restored, and it is not a golden record. Do not treat a search result as a reversal of 1 February 2024. Ask them to open Audience Studio. They cannot. The link stays outside. The segment file stays a file. Other data tools exist. They are not named in an order, and they are not ranked. If a slide arrives with ranks, or with Data 360 listed as the replacement DMP, take those labels off. The meeting can proceed from the end-of-life date and from the rule that source values stay. Do not schedule a migration into the DMP. Take every date off the folder except 1 February 2024. When every restore arrow is gone, the decision is finished. An empty revival is the outcome. Do not invent a golden record so the folder has somewhere to go. ## What stopping actually looks like All five answers are measured against an alternative, and the alternative is usually left unstated, which flatters the arrow. State it. Stopping the restore means the segment file stays an extract, the two source emails stay written beside each other, and Data 360 is no longer being asked to be Krux. The cost of a false move is an overwrite: a profile treated as the official customer, a source value lost, and a distribution that is not actually leaving for anywhere. There is a separate identity question, and it is allowed, provided it is a different sentence. An organisation that keeps the sentences apart can relate sources without pretending the DMP came back. **A good answer sounds like** the restore crossed out, both source values written, and no winner crowned, produced by the person who opened the file. **A bad answer sounds like** we need a golden record so the folder has a home. The folder has a label. A home that overwrites sources would be the mistake the meeting already drew. ## Where the neighbouring questions live Notes that are still about the old name sit on [the Krux implementation page](/krux-audience-studio-retirement). The end of life as history sits on [what happened to Krux](/what-happened-to-krux). There is no live DMP to connect. The page that says so is [integrating Krux with Salesforce](/integrating-krux-with-salesforce). ## Questions ### Should I migrate from Krux to Salesforce? No. Audience Studio reached end of life on 1 February 2024. Do not treat Data 360 as a restore of Krux. There is no DMP left to migrate into. ### What is Krux software now? It became Salesforce Audience Studio, the data management platform. End of life was 1 February 2024. There is no current platform under either name. ### How does Krux compare with native Salesforce features? Identity resolution relates source profiles. It is not a golden record and does not override source values. That is not a restore of the DMP. Compare only after that is written down. ### What are the alternatives after the acquisition? Stop the restore. Data 360 is not Krux returned, and it is not ranked as a replacement. No listing is invented here. ### Will an AppExchange listing bring Krux back? No. The DMP reached end of life. An AppExchange search will not bring it back. No listing is invented here. --- SynconAI is a Salesforce Select Partner and an OpenAI Select Partner, delivering architect-led Salesforce and AI programmes across the United States and Australia. Related service: Data 360 (https://synconai.com/salesforce-data-360-services.html).