SAP moves further into paid media with acquisition

SAP moves further into paid media with acquisition

German enterprise software giant SAP has bought independent media attribution specialist Abakus, which it is claimed offers advertisers a clearer idea about which marketing activities drive consumers toward a conversion.

Abakus will fold into SAP’s Hybris Marketing Cloud, which already offers an ecommerce and analytics platform, as well as campaign management/automation, marketing resource management and campaign efficiency tools.

Hybris Marketing Cloud chief marketing officer Jamie Anderson said:  “The Abakus software adds another [piece to] the jigsaw." Abakus enables marketers to account for their content as it is consumed across all devices and channels.

Although Anderson declined to say how many clients use Hybris Marketing Cloud, he added: “Many of our early customers are very, very large, multinational companies,” He claimed “nobody can compete” with SAP’s ability to do high-volume audience segmentation in realtime.

Marketing cloud companies are increasingly turning their sights on ad tech firms having previously confined their interest in marketing technology to one-to-one channels such as email marketing.

Oracle bought BlueKai and Datalogix in 2014, and this year Salesforce bought Krux and Adobe strengthened its paid media offering with TubeMogul.