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SAP XM is developing a Data Management Platform (DMP) by combining, analyzing and linking first-party data with user activities and third-party data, SAP XM supports advertisers in designing and targeting their sales pitches. The DMP will improve advertisers' opportunities in segmenting and targeting the right customer, at the right time, through the right channel, with the right message - and thereby improve sales. In addition, SAP XM's new DMP will generate a great number of new opportunities, enabling advertisers a greater engagement with their customers. SAP XM's vision is to make advertising relevant again. With the new DMP solution, advertisers can create even more valuable customer experiences across all channels and touch points.


SAP XM's new DMP will leverage advertisers' first-party data as well as behavioral and event-related data from consumers' online activities. Custom filters, based on all collected data within the DMP, will support advertisers to create segments that can be activated within SAP XM's Demand Side Platform (DSP), incl. leading social media platforms. See also the visualization graph below.


SAP's upcoming DMP allows advertisers to easily access and deploy first-party data sitting behind a firewall, including data from SAP Hybris E-Commerce and Marketing solutions. It provides in-depth analytics via a managed service that help advertisers justify their marketing spend in ways that make sense to CFOs who expect real numbers. SAP XM will track additional purchases on the e-commerce platform and tie them back to advertising campaigns, providing a transparent view on the business. As a result, advertisers' audiences will be activated as segments in the connected DSPs so that advertisers can receive a near-time update of segment data and act upon these. When new consumer activities are recorded, the segment rules are reapplied, so changes are forwarded successively to the connected DSPs.



  • Data privacy, data protection (EU level) and security
  • Superior data quality


  • Real-time computing and advanced analytics powered by SAP HANA


  • Seamless integration to first-party data from corporate systems e.g. customer relationship management or e-commerce systems
  • Leverage of pre-integrated third-party data sources
  • Enablement of second-party data exchange (between advertisers and publishers)

The first version of the DMP will officially be launched later in 2017. We believe that transforming the digital advertising industry requires partnerships. We invite you to become one of five exclusive global co-innovation partners. Please get in touch with us if you are interested. 

For more information please download the available documents below.

Please contact us if you have any question or need further information.

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