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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.

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.

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.

On March 20-22, over 600 leading media experts from over 35 countries came together in Berlin to exchange ideas, talk about current trends, and to experience innovative marketing concepts.

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.

The term “disruption”, or “innovative disruption” has been around for a long time. Uber and Airbnb are often cited in this context.
Jonathan MacDonald explained in his keynote “Unlocking the opportunities in this ever-changing world” at the German Media Congress 2016, that for him disruption means “to break apart”. It’s not only about thinking differently but a fundamental break that “renders the competition useless”.


Head of Marketing & Communications Johann C. Freilinger summarizes the digital advertising industry’s main challenges and outlines how SAP XM will be a game changer and provide unparalleled transparency, accuracy and efficiency for advertisers, publishers and consumers.

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