![]() One is just a ton of product and development resources and an incredible list of customers and go-to-market resources. We are getting access to a ton of resources across the board. The thing Gigya does well is managing that identity piece, and what Hybris does well is the marketing, sales and service piece, so bringing the two businesses together really made sense. And managing preference in a way that gives consumers control over their own data while giving consumers better products, services and marketing in return. PATRICK SALYER: Customer identity management is all about identifying who the consumer is, across various channels, in a way that’s opt-in and permission-based. Salyer spoke with AdExchanger about the company’s post-acquisition path forward and how regulatory developments such as the General Data Protection Regulation (GDPR) have impacted product development. “To do that right, you really need to get identity right, which is one of the things we’re bringing to SAP.” “There’s a broader trend where consumers are demanding personalization and customization, but they want it done in a way that’s transparent,” said Gigya’s founder and CEO Patrick Salyer. On the consumer-facing side, the platform provides the user with a portal in which to update their preferences around marketing channels and frequency of messaging, as well as the ability to withdraw their consent and to download or export their user data. Gigya and SAP are banking on a growing need among brands to manage consumer identity more effectively amid changing data regulations. On Tuesday, Gigya launched the Enterprise Preference Manager, a platform giving marketers the ability to manage consumer opt-ins and to maintain a record of the terms of service they’ve subscribed to. ![]() Gigya helps brands and publishers unify and manage identity data like social logins, site or in-app registrations and email. Gigya will merge with the Hybris Business unit – home to SAP’s ecommerce marketing platform. German software giant SAP purchased Gigya for $350 million in late September to acquire expertise in identity management.
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