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»SAP Exchange Media

SAP: If You Acquire Just To Fill A Tech Gap, You Become A Commodity

When SAP first dove into ad tech, it was under the guise of a standalone incubator – an “intrapreneurship,” as the company calls it – called SAP Exchange Media (XM). The launch raised questions about where ad tech fit within SAP’s broader stack. SAP’s commerce and marketing prowess has historically fallen under the SAP Hybris portfolio... Continue reading »
by Kelly Liyakasa // October 14th, 2016 //
»
 

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