SAP

Leading enterprise software provider with significant marketing technology and customer data platform offerings

SAP SE is one of the world's largest enterprise software companies, founded in 1972 in Germany. While primarily known for its enterprise resource planning (ERP) software, SAP has significant presence in the marketing technology and customer experience space through its SAP Customer Experience suite (formerly SAP Hybris and SAP Marketing Cloud). The company serves as an adjacent player in the AdTech ecosystem, providing customer data platforms, marketing automation, and commerce solutions that integrate with advertising technologies. SAP's marketing and advertising-related offerings include SAP Emarsys Customer Engagement Platform (acquired in 2020), SAP Customer Data Platform, and various analytics and personalization tools. These solutions help enterprises manage customer data, orchestrate marketing campaigns, and connect first-party data with advertising channels. With over 100,000 customers worldwide across all industries, SAP's scale and enterprise relationships make it a significant infrastructure provider for companies building integrated marketing and advertising technology stacks. While not a pure-play AdTech company, SAP's customer data management, identity resolution, and marketing automation capabilities position it as an important enterprise software provider that enables advertising operations, particularly in the context of first-party data strategies and privacy-compliant marketing in the post-cookie era.