Qualtrics

Market leader in experience management software with significant presence in enterprise customer experience and employee experience solutions

Qualtrics is an experience management (XM) platform company that enables organizations to collect, analyze, and act on experience data across customer, employee, product, and brand touchpoints. While not a traditional AdTech company, Qualtrics plays a significant role in the broader marketing technology ecosystem by providing sophisticated survey and feedback tools that help brands understand customer sentiment, measure brand perception, and optimize digital experiences. The platform combines advanced research methodologies with AI-powered analytics to deliver actionable insights that inform marketing strategies, customer journey optimization, and brand positioning. Founded in 2002 and acquired by SAP in 2018 for $8 billion before going public in 2021, Qualtrics has established itself as the market leader in experience management software. In 2023, SAP announced plans to take Qualtrics private again in a $12.5 billion deal. The company serves over 18,000 brands globally including major enterprises across various industries. While its core focus is experience management rather than advertising technology per se, Qualtrics integrates with marketing platforms and provides critical data that informs advertising strategies, audience segmentation, and campaign effectiveness measurement.