Crispin Sheridan

Crispin Sheridan is widely regarded as one of the foremost practitioners at the intersection of enterprise data and programmatic advertising, having spent over a decade building and scaling SAP's advertising revenue strategy. His work has helped define how B2B first-party data can be activated for precision targeting in a landscape historically dominated by B2C use cases, making him a distinctive and influential figure in the AdTech ecosystem. At SAP, Sheridan has led the development of advertising products and data monetization strategies that leverage SAP's vast enterprise data assets. He has been instrumental in positioning SAP as a credible media and data player in the B2B advertising space, working across programmatic infrastructure, identity resolution, and audience segmentation tailored to business buyers. His contributions extend beyond SAP's walls through active participation in IAB working groups focused on data standards and measurement frameworks. Sheridan is a frequent speaker at major industry conferences including Advertising Week and IAB events, where he advocates for more sophisticated B2B measurement methodologies and the responsible use of enterprise data in advertising. His thought leadership has helped elevate the conversation around B2B AdTech at a time when the industry has been largely focused on consumer-facing innovation.

• Built and scaled SAP's global advertising revenue strategy, establishing SAP as a recognized B2B media and data player
• Active contributor to IAB working groups on data and measurement standards, helping shape industry frameworks for B2B advertising
• Recognized speaker at Advertising Week and IAB events on B2B AdTech and enterprise data activation