LiveRamp Reveals Habu Acquisition for 200 Million Cash and Stock Transaction
The industry-leading data collaboration platform, LiveRamp, announced that it has finalized plans to acquire data clean room software provider Habu. The acquisition is set for about $200 million in stock and cash. LiveRamp’s capacity to provide global data collaboration at scale, across all clouds and walled gardens, will be further accelerated by this acquisition. This will enable customers to overcome fundamental challenges and unlock potent use cases for measurement and analytics.
For the first time, businesses will have a single, easy-to-use platform to connect data. It will enable data connection across clouds, warehouses, and clean rooms. These will include Amazon Web Services, Google Cloud, Snowflake, and now Azure and Databricks. Furthermore, it will consist of measuring campaigns across all programmatic and media channels. It will also measure campaigns across walled gardens, like Amazon, Google, and Facebook.
A single platform for activation, measurement, and collaboration needs
Data clean room software from Habu makes it safe, easy, scalable, and intelligent to collaborate across decentralized data. It is renowned for providing cross-cloud interoperability, walled-garden insights, and data actionability for marketing and technical users alike. With Habu’s technology, multinational corporations and media outlets can safely share first-party consumer information. Publishers and business partners can access this information for more targeted and efficient marketing. Businesses are inundated with data, and even the most advanced ones struggle to fully appreciate the value of their information.
These structural issues are resolved by LiveRamp and Habu working together to connect data and enable interoperability across walled gardens, cloud environments, and clean rooms while upholding governance and privacy standards. Together with LiveRamp’s best-in-class enterprise identity, connected ecosystem of more than 900 global partners and customers, and flexible collaboration capabilities regardless of where data resides, these potent qualities create the only industry-wide interoperable platform for data collaboration across all cloud, walled garden, and media partners worldwide.
Read More: LiveRamp Partners with Co-Op to Enhance Retail Media
Why should we care about this acquisition?
Secure virtual spaces known as “data clean rooms” allow first-party data from multiple independent sources to be resolved to a single customer’s profile while maintaining anonymity for that profile. Even though the technology has many benefits, as of a year ago, its adoption was limited. This was due to its high cost, the requirement for skilled personnel, and the low degree of digital maturity in many businesses.
Organizations are scrambling to amass an abundance of first-party data as signal loss rises and privacy regulations tighten. However, to develop and compete with partners while maintaining privacy. Data clean rooms are now among the top data collaboration techniques for securely combining and analyzing data to use insights to drive new business opportunities.
Whichever platform or partner is selected, these cutting-edge capabilities will give the company a significant competitive advantage. Meanwhile, it will also assist with business growth and customer relationships. Data clean rooms also offer the perfect basis for future innovation, with enterprise AI initiatives seeing rapid adoption.
The Habu acquisition will allow LiveRamp to deliver differentiated capabilities to customers to:
Streamline and simplify cross-cloud collaboration
Reduce complexity and IT infrastructure limitations while streamlining and simplifying cross-cloud collaboration by connecting data across clouds, warehouses, and clean rooms seamlessly.
Achieve single-view measurement
Realize the first-ever single view of measurement across all major CTV and TV platforms, media networks, walled gardens, and programmatic channels.
Enhancing enterprise identity
Get access to improved enterprise identity and connectivity solutions to dissolve data silos, confidently handle signal loss, and keep up with changing privacy laws.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Data collaboration
Boost LiveRamp’s market-leading data collaboration network to provide access to the largest global network of publishers, walled gardens, retailers, brands, and agencies on a global scale.
Advanced AI initiatives
More data access allows advanced AI projects to train and improve analytical models. These in turn enable other enterprise use cases and inform marketing decisions.
Here’s what they said
Scott Howe, CEO of LiveRamp said,
LiveRamp enables next-generation data collaboration that delivers unmatched brand and business value. Through this acquisition, we will further empower our customers to unlock insights, use cases, and revenue streams by seamlessly connecting data and deepening measurement, across any platform or partner they prefer. Habu shares our vision, and together, we will help more global enterprises benefit from the transformative power of data collaboration.
Matt Kilmartin, CEO of Habu, added,
LiveRamp and Habu approached the data collaboration market with two complementary strategies that share the common goal of creating the largest data collaboration network rooted in privacy. As we look ahead to our next chapter as part of LiveRamp, we’re as committed as ever to our mission of paving the way for the next frontier of responsible data collaboration.
Read More: AlgoriX and LiveRamp Turbocharge Cookie-less Digital Advertising
