Qualtrics

Market leader in experience management and enterprise feedback platforms

Qualtrics is a leading experience management (XM) platform that enables organizations to manage and improve experiences across four core areas: customer, employee, product, and brand. Founded in 2002, the company provides sophisticated survey and feedback tools combined with advanced analytics and AI-powered insights to help enterprises understand and act on experience data at scale. While Qualtrics operates in the broader marketing technology ecosystem rather than traditional advertising technology, it plays a crucial role in helping brands understand customer sentiment, measure brand perception, and optimize digital experiences that inform marketing and advertising strategies. Qualtrics was acquired by SAP in 2018 for $8 billion and subsequently went public in 2021. In 2023, SAP took the company private again in a deal valued at approximately $12.5 billion. Today, Qualtrics operates as a subsidiary of SAP while maintaining its distinct brand and product offerings. The platform serves thousands of enterprise customers globally, including major brands across retail, financial services, healthcare, technology, and other industries. Qualtrics' relevance to the AdTech ecosystem stems from its ability to capture and analyze customer feedback, measure brand health, conduct market research, and optimize digital experiences. These capabilities help marketing and advertising teams understand campaign effectiveness, audience sentiment, and customer journey touchpoints, making it a valuable tool for data-driven marketing operations and customer experience optimization.