LiveRamp signs $200m deal for 'clean room' specialist

LiveRamp is aiming to bolster its ability to offer global data collaboration at scale – across all clouds and walled gardens – through the acquisition of data clean room software provider Habu, in a cash and stock deal valued at about $200m.

Since its 2018 launch, Habu has raised as total of $42m in funding from private investors and works for global brands, including PepsiCo, L’Oréal (pictured), Asics, LinkedIn and Kroger. The company has around 70 staff.

Habu’s technology helps clients to securely share first-party customer data with business partners and publishers to enable more effective and personalised marketing.

As well as bring scale, the acquisition is designed to unlock powerful measurement and analytics use cases, while the combination of LiveRamp and Habu is aimed at breaking down the operational silos by connecting data and making it interoperable across all environments and maintaining privacy and governance protocols.

It is claimed the deal will also allow LiveRamp to achieve a single view of measurement across any walled garden, programmatic channel, or media partner, including media networks and all major CTV and TV platforms.

In addition it will expand LiveRamp’s data collaboration network, enabling global connectivity to the world’s most scaled network of publishers, walled gardens, retailers, brands, and agencies.

LiveRamp chief executive Scott Howe 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.”

The Habu team will help lead LiveRamp’s data collaboration strategy, reporting to LiveRamp’s chief revenue officer, Vihan Sharma. The acquisition, inclusive of revenue synergies, is expected to deliver up to $18m in revenue in FY2025.