AdExchanger reports: "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 with
SAP’s ecommerce platform hybris and other back office software, it can deploy a company’s data seamlessly and in privacy-safe ways for advertising campaigns. Campaigns end up with more
precise targeting and measurement."
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