Case Study: Tribune Publishing achieves precise audience segmentation and boosted ROI with Salesforce DMP

Tribune Publishing Uses Krux’s Next-Gen DMP To Create Precise Audience Segments And Boost ROI

Tribune Publishing — owner of 10 news brands including the LA Times and Chicago Tribune and reaching over 42 million unique monthly visitors — outgrew its first DMP, which only provided basic demographics. The publisher needed a more powerful platform to unify people data across properties, enable customized segmentation, contextual targeting and real‑time campaign optimization, and meet advertisers’ demand for precise audience slices.

Tribune chose Krux’s DMP to unify and analyze people data in real time, create unlimited high‑value audience segments, and activate them across desktop, mobile, social and other channels; Krux LinK also let the company monetize segments offsite. Within months Tribune saw exponential ROI, rapid cross‑department adoption (sales, engineering, marketing) and ongoing revenue gains supported by close Krux partnership and change management.

Tribune Publishing

Lori Tavoularis

VP, Programmatic And Platforms