SAP XM

When SAP first dove into ad tech, it was under the guise of a standalone incubator – an “intrapreneurship,” as the company calls it – called SAP Exchange Media (XM). The launch raised questions about where ad tech fit within SAP’s broader stack. SAP’s commerce and marketing prowess has historically fallen under the SAP Hybris portfolio […]

SAP entered the digital advertising market this week, creating a DSP and DMP from scratch it’s dubbing SAP Exchange Media (XM). Wolfgang Faisst, co-founder and head of SAP XM, acknowledged that despite an ecosystem of “thousands of ad tech companies,” SAP decided to step up because of demand for end-to-end integration. Because SAP XM connects […]