Last month, Germany-based SAP acquired consumer identity provider Gigya for its Hybris Marketing Cloud.
The move signaled that SAP is getting serious about identity management across its marketing and e-commerce platform, as marketers get ready for the Government Data Protection Regulation (GDPR) in May.
Last week, SAP is introducing several new features to help distinguish itself from major competitors like Adobe or Salesforce. They include facial recognition, Internet of Things-based marketing, integrated attribution and full GDPR support.
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