LiveRamp acquires data clean room startup Habu

LiveRamp adds new data clean room capabilities with the acquisition of Habu.

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Data platform LiveRamp, a key player in the identity resolution space, has announced the $200 million acquisition of marketing data startup Habu. Habu’s data clean room capabilities will allow LiveRamp clients to safely and securely share customer data.

Habu was founded in 2018 by people who had first worked together at Krux, the DMP acquired by Salesforce in 2016.

Data collaboration. Habu offers an interoperable data clean room solution and already has partnerships including with AWS, Azure, Google Cloud Platform, Databricks, and Snowflake. LiveRamp, with clients like Hulu, Google and Walmart, offers data collaboration and identity resolution.

The Habu acquisition will support the sharing of brand, partner and publisher customer data across clouds and walled gardens without compromising privacy.

Dig deeper: Data clean rooms: A beginner’s guide

Why we care. Data clean rooms are secure virtual spaces where first-party data from a number of independent sources can be resolved to the same customer’s profile while that profile remains anonymized. Despite the attractions of the technology, it had seen limited take-up as of a year ago because of cost, the need for trained teams and low levels of digital maturity in many businesses.

Data clean rooms become more accessible if they are packaged with a broader data collaboration and ID resolution like LiveRamp. Are we seeing signals of a trend here?

Advantages to LiveRamp. Among the merits of this move, LiveRamp foresees:

  • New cloud and walled garden data clean room use cases for customers.
  • New customer acquisition, especially below enterprise level.
  • More rapid international expansion for LiveRamp into Habu’s 200+ country market.
  • Use cases outside marketing such as supply chain and inventory management.

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About the author

Kim Davis
Staff
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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