Under SAP, Gigya Aims To Be The Consumer Identity System Of Record

AdExchanger |

German software giant SAP purchased Gigya for $350 million in late September to acquire expertise in identity management. Gigya will merge with the Hybris Business unit – home to SAP’s ecommerce marketing platform. Gigya helps brands and publishers unify and manage identity data like social logins, site or in-app registrations and email. On Tuesday, GigyaContinue reading »

The post Under SAP, Gigya Aims To Be The Consumer Identity System Of Record appeared first on AdExchanger.

Read more

SAP Buys Attribution Software Company Abakus

AdExchanger |

Another independent attribution solution is off the market. SAP said Wednesday that it had purchased Abakus, a move that puts it further into the paid media arena. Terms were not disclosed. Abakus’ attribution system is unique since it applies game theory to forecast scenarios that influence media buying and optimization. It also uses split-funnel attributionContinue reading »

The post SAP Buys Attribution Software Company Abakus appeared first on AdExchanger.

Read more