Informatica
Enterprise data management suite whose MDM Customer 360 and matching services provide identity mastering alongside broad integration and governance tooling.
Ubiquitous in enterprise data estates; acquired by Salesforce in November 2025.
Ownership
- Acquired by Salesforce · closed Nov 2025 · source · In the Martech Market Report
Salesforce agreed in May 2025 to buy Informatica for about $8 billion and closed the deal on 18 November 2025, making Informatica a wholly owned subsidiary that was then delisted from the NYSE.
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Capabilities
Core Capabilities
Also Supports
Pricing
Model
custom
Estimated cost
$10,753–$252,657 per year (median about $56,250 per year)
Third-party estimate of what buyers typically pay. The vendor publishes no price.
Checked and not offered
6 capabilities that other identity resolution tools are built around, which Informatica does not appear to cover. Each was checked against Informatica's own documentation in three separate AI passes, and only a majority verdict is recorded — the count is on each row.
A gap is not a fault — a product that does one job well is a reasonable thing to buy. It is only expensive when you find out after signing.
Documentation index searched for audience activation and ad-platform synchronization.
Checked: https://docs.informatica.com/· 2 of 3 passes agreed it is absent
Documentation index searched for marketing audience segmentation.
Checked: https://docs.informatica.com/· 2 of 3 passes agreed it is absent
Checked Informatica documentation for onboarding offline or CRM data to digital identity.
Checked: https://docs.informatica.com/· 2 of 3 passes agreed it is absent
Documentation index searched for advertising and retargeting capabilities.
Checked: https://docs.informatica.com/· 3 of 3 passes agreed it is absent
Documentation index searched for anonymous website visitor identification.
Checked: https://docs.informatica.com/· 2 of 3 passes agreed it is absent
Documentation index searched for cross-device identity matching.
Checked: https://docs.informatica.com/· 3 of 3 passes agreed it is absent
Read from public documentation, and documentation lags shipping. If you work at Informatica and this is out of date, and we will record the correction against your name.
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