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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Data clean room startup Habu has been acquired by LiveRamp, a leading data connectivity platform. The acquisition will enable LiveRamp to expand its data privacy and security capabilities, as well as enhance its data collaboration offerings.
Habu, founded in 2019, provides a secure environment for companies to analyze and share data without compromising privacy or security. Its clean room technology allows businesses to collaborate on data analysis without exposing sensitive information. This is particularly important in today’s data-driven world, where companies need to balance the need for data insights with the need to protect consumer privacy.
LiveRamp’s acquisition of Habu will allow the company to offer its customers a more comprehensive suite of data privacy and security solutions. With Habu’s technology, LiveRamp can provide a secure environment for companies to collaborate on data analysis, while ensuring that consumer privacy is protected.
The acquisition also strengthens LiveRamp’s position in the data collaboration market. As companies increasingly look to collaborate on data analysis to gain insights and drive business growth, the need for secure data collaboration solutions is growing. With Habu’s technology, LiveRamp can offer its customers a secure and privacy-compliant way to collaborate on data analysis.
The acquisition of Habu is part of LiveRamp’s broader strategy to expand its data privacy and security offerings. In recent years, the company has made several acquisitions in this space, including the acquisition of DataFleets, a data privacy startup, in 2021.
Overall, the acquisition of Habu by LiveRamp is a significant development in the data privacy and security space. It will enable LiveRamp to offer its customers a more comprehensive suite of solutions for secure data collaboration, while also strengthening its position in the market. As companies continue to navigate the challenges of data privacy and security, solutions like those offered by LiveRamp and Habu will become increasingly important.
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