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"LiveRamp Acquires Habu to Advance Data Collaboration Solutions"

LiveRamp, a leading identity resolution platform, has recently announced their acquisition of Habu, a marketing data start-up, for $200 million. This move is set to enhance LiveRamp's data collaboration and identity resolution capabilities, providing clients with a safe and secure way to share customer data. The founders of Habu previously worked together at Krux, a data management platform acquired by Salesforce in 2016. Habu offers a data clean room solution that is interoperable with various cloud platforms such as AWS, Azure, and Google Cloud Platform, making it a valuable addition to LiveRamp's services. This acquisition will enable LiveRamp clients, which include big names such as Hulu, Google, and Walmart, to share customer data across different clouds and walled gardens without compromising privacy. This is a significant development in the data clean room space, which has seen limited adoption due to high costs and the need for trained teams. With the addition of Habu, LiveRamp can now offer a more comprehensive data collaboration and identity resolution solution, making data clean rooms more accessible to businesses of all sizes. This may signal a trend towards increased adoption of data clean rooms in the future. Aside from the benefits for LiveRamp, this acquisition also brings advantages for their clients, including new use cases for cloud and walled garden data clean rooms, opportunities for customer acquisition, and potential for international expansion into Habu's 200+ country market. Additionally, the use cases for data clean rooms can extend beyond just marketing, with potential applications in supply chain and inventory management. For technology-savvy business professionals, it is important to stay informed about developments in the data space, as it can greatly impact the way businesses handle and utilize customer data. As such, it may be beneficial to participate in surveys and stay up-to-date with industry news, such as the Martech Salary and Career Survey, to gain insights into current trends and best practices in this rapidly evolving field.

Originally reported by Martech:
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