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Welcome to the SAP XM blog

We invite you to discuss the future of digital advertising in our blog and look forward to your comments and opinions.

On September 19th, SAP XM hosted seventy-five marketing leaders and CMOs at the Next-Gen Technology Think Tank for CMOs - in partnership with The Internationalist and the ANA (Association of National Advertisers). For the Think Tank, the guests were welcomed at the SAP Leonardo Center at Hudson Yards, New York, followed by a peer-to-peer dinner at the Executive Briefing Center. As a modern architectural wonder rising on the Hudson River, SAP’s new headquarters proved a worthy venue for a glimpse into the future of marketing.

The SAP XM installation at the SAP Next-Gen Labs at Hudson Yards showcases how short this distance between a brand and a customer can be.  Interact with the current capabilities of XM’s breakthrough digital advertising technology and learn about future scenarios that can drive new value for marketers.

Last spring, SAP Exchange Media (SAP XM) was officially announced at SAPPHIRE in Orlando. Now, we are taking it to the next level by developing and launching a Data Management Platform (DMP) this year. Why?

Listening to our customers and partners, the need for a comprehensive Data Management Platform soon became obvious. Many advertisers and publishers struggle with the huge amount of data they have and don’t know how to handle it. Here’s where SAP XM will soon step in.


Seeing the year 2016 in retrospect, there is quite a lot we can be thankful for. However, there is a lot more to achieve in 2017 and we are confidently facing the journey ahead of us. So, if someone had a magic wand for Christmas, what would we wish for?

Congratulations! The SAP XM Team is proud of his Head of Marketing and Communications Johann Freilinger, who was voted place 8 in the media category of this year’s Top 100 of the communications industry by the W&V.

Technology and people are the global drivers for economic empowerment. With the right support, people anywhere in the world can achieve anything.

This Christmas, SAP Exchange Media and the Meltwater Entrepreneurial School of Technology (MEST) decided to create the "#EmpowerTech Crowdfunding Campaign" in order to support young, aspiring African technology entrepreneurs.

When we started thinking about SAP XM as the next generation end-to-end media network– a technology beyond programmatic, one of the critical aspects for us to consider was the question of data - type, quantity, quality, significance etc. Read in this blog post how it all started from a technology point of view and what challenges we were and still are facing.

The Publishers’ Night, one of the biggest media events in Germany, famous among advertisers, publishers, politicians and media friends, took place in Berlin last week. This year, SAP won the price “Goldene Victoria 2016 – Company of the Year”.

On September 22, the MMA launched its German Chapter in Berlin. On Oct. 27, the association kicked-off its first event in Berlin with the topic: Mobile Marketing Redefined.

With Dr. Wolfgang Faisst as one of the vice chairmen, SAP XM is now part of the 'Forum Digital Transformation' of the Bundesverband Digitale Wirtschaft (BVDW – EN: Federal Association Digital Economy). Read more about the mission, vision and objectives of this collaboration.

Innovate with Us

We believe that transforming the digital advertising industry requires partnerships. We invite you to become a co-innovation partner with us. Together, we’ll embark on an exciting journey to transform today’s media business and increase every investment aspect of your return on media.

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