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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.

Videos help brands to develop engaging messages to their customers, whose interest in video content is continuously growing. In the era of digital advertising, it has become more and more important to publishers to offer premium video spaces, especially in-stream video advertising, as this is essential for monetizing costly video content. But how can the supply gap of quality in-stream inventory be filled?

The digital business has never been easy for publishers. The competition never rests and the pressure on the business models continuously increases. It is difficult to introduce paid content after the free initial phase.

Digital, digital, digital – the omnipresent buzzword in today’s corporate world, also affecting the advertising industry. It is all about how advertising can be made valuable and relevant for consumers. However, not everyone is optimistic about the digital future.

Current hot topic in public discussions are ad blockers and how they seize the business models of digital media companies.

Starting only with an idea in December 2014, Dr. Wolfgang Faisst, Head of SAP Exchange Media, founded the intrapreneurial startup together with Johann Freilinger in 2015. Already in October, the first release of the premium media exchange platform was launched and the first customers signed the contract by the end of 2015.

Some see them as essential to using the Internet, others consider them an existential threat: It may not sound like it, but we're talking about software that blocks advertising online.

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