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
AlgoriX and LiveRamp Turbocharge Cookie-less Digital Advertising
A diverse alliance between AlgoriX and LiveRamp aims to speed up cookieless transactions for the digital advertising industry. AlgoriX will integrate LiveRamp’s Authenticated Traffic Solution. Furthermore, it will allow its demand-side platform (DSP) and supply-side platform (SSP) users worldwide to transact on LiveRamp’s RampID.
AlgoriX integrates LiveRamp’s RampID to enhance digital advertising
Via LiveRamp’s data cooperation platform, over 450 of the top advertisers in the world initiate campaigns on RampID. With AlgoriX, LiveRamp’s solutions can now be connected internationally with over 165 DSPs and SSPs, allowing for large-scale reach of high-value audiences and the delivery of tailored experiences across browsers, mobile devices, and CTV. To further improve the AlgoriX SDK’s offering for developers hoping to boost their business in the mobile and in-app advertising arena, AlgoriX will also integrate LiveRamp’s Authenticated Traffic Solution SDK. With the help of AlgoriX’s SDK, these developers can now swiftly implement LiveRamp’s Authenticated Traffic Solution, improving inventory monetization and enhancing the addressability of their opted-in app users.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Here’s what they said
Frederic Liow, AlgoriX SVP for revenue growth & strategy said,
As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers.
Travis Clinger, SVP, of activations and addressability, LiveRamp added,
Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space. LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.
Read More: LiveRamp Partners with Co-Op to Enhance Retail Media
LiveRamp Partners with Co-Op to Enhance Retail Media
To improve its retail media offering, LiveRamp, the top data collaboration platform, announced an alliance with Co-op, one of the biggest consumer cooperatives in the United Kingdom. The collaboration will increase member and brand relevance. Moreover, it will make use of its extensive first-party member data to raise the level of complexity in paid digital advertising targeting. Additionally, more targeted advertising across its grocery insurance and fast-food delivery companies will benefit members. Therefore, by concentrating their advertising expenditure on customers who are more likely to interact with them, firms employing Co-op retail media would be able to reduce their media waste.
LiveRamp – Co-op partnership for advanced retail media advertising
The member-owned company will be in a better position to support its assortment of suppliers by giving them more chances to connect with Co-op shoppers who are interested in their brands through off-site retail media channels. As the second-most frequented grocery chain in the nation, Co-op has more than 2,400 convenience stores across the U.K. It is a fast-growing e-commerce operation and has a devoted following of customers. These suppliers will benefit from a decrease in media waste. Demand for retail media opportunities is increasing due to a multitude of issues, including the impending cookie apocalypse in 2023. The appeal of first-party data held by supermarkets, such as EPoS and loyalty data, which enables advertisers to be more targeted in their marketing activities, is likely to phase out third-party cookies in Google Chrome.
Read More: LiveRamp – Epsilon Pave Way for Privacy-Compliant Advertising
The Co-op’s recent retail media overhaul
The Co-op collaborated with 450 businesses and nearly 2,000 campaigns in 2022. Additionally, the company redesigned its membership program in April and claimed to save customers up to £300 annually using the program. Since then, weekly sign-ups have tripled, and it now has more than 4.8 million active users. Several companies, including Walmart, Carrefour, Danone, Kimberly-Clark, and Boots are among LiveRamp’s clients in the supermarket industry. The core of Co-op’s retail media offering will be rich first-party datasets, providing enormous opportunities for companies to spur growth and increase the effectiveness of their advertising expenditures. The retailer’s first priority is protecting the interests of Co-op members while exercising due diligence in data ethics and data privacy. LiveRamp’s data collaboration platform allows for privacy-conscious data sharing without revealing any personally identifiable information.
Here’s what they said
Kenyatte Nelson, chief membership & customer officer at Co-op, said,
At Co-op, we’re investing in our retail media business to ensure we’re connecting our members to the missions and categories they engage with and for our partner brands to have the insight they need to succeed in the omnichannel customer journey. With LiveRamp, we can manage everything in our own media sales house with easy activations and this new partnership will enable brands to deliver the best customer experience to Co-op members and customers, resulting in better campaign success.
Hugh Stevens, MD UK at LiveRamp added,
Co-op is a well-established and diverse business with massive potential to unlock in its first-party data. We’re delighted to be partnering with them as the business expands its retail media with privacy-focused data collaboration that everyone in the Co-op ecosystem will benefit from, helping brands to better understand their customers’ needs, market to them more effectively and truly understand the efficacy of their investment.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Yahoo and LiveRamp, a top data cooperation platform that connects data from many platforms, including DSPs and DMPs, while focusing on identity resolution and data onboarding, have announced an expanded partnership. The collaboration will increase reach and interoperability throughout the advertising ecosystem while scaling addressability. Additionally, it will make addressable inventory more widely accessible. With the help of this partnership, publishers employing LiveRamp’s Authenticated Traffic Solution (ATS) will be able to benefit from Yahoo ConnectID‘s cookie-free identity solution and open up new addressable demand.
Brands can leverage Yahoo ConnectID for addressable inventory
Through Yahoo ConnectID, which gains from RampID and the enhanced scale of LiveRamp’s Authenticated Traffic Solution, brands who use the Yahoo DSP can expand their reach. 30,000 publishers have embraced Yahoo ConnectID, which has been connected to more than 30 of the largest industry data platforms. It is supported by direct consumer relationships with approximately 200 million authenticated users in the U.S. Additionally, it will make all Yahoo-owned-and-operated properties’ addressable inventory available across all channels. RampID and LiveRamp’s Authenticated Traffic Solution enable authenticated addressability across browsers, mobile devices, and CTV, at scale over hundreds of destinations, and power LiveRamp’s person-based approach to identity.
Read More: Yahoo Partners with Amplified Intelligence for Attention Measurement
Publishers benefits
Without requiring any additional configuration or resources for authorized viewers at scale, publishers and advertisers may profit from this relationship. Additionally, it will deliver personalized experiences wherever they matter. As Yahoo ConnectID will now be available as an identifier, publishers should anticipate experiencing improved monetization on their authenticated inventory via ATS. Additionally, through the Yahoo DSP, marketers seeking post-signal loss solutions will have greater access to authenticated customers across publishers who have embraced RampID and/or Yahoo ConnectID. Clients will be able to maintain data control, forge closer connections with their customers, and add value throughout the customer journey. More than 450 brands now use LiveRamp to customize consumer experiences using their first-party data.
Here’s what they said
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said,
We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximize results, while simultaneously supporting more seamless transactions across the open web.
Travis Clinger, SVP, Activations, and Addressability, LiveRamp commented,
Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalize, and measure their customer journey.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
LiveRamp – Epsilon Pave Way for Privacy-Compliant Advertising
Publishers now have a mechanism to provide authorized advertising that complies with privacy laws thanks to a partnership LiveRamp has established with the leading worldwide provider of advertising and marketing technology, Epsilon. Epsilon improves user privacy while empowering brands to access targeted inventory and publishers to increase revenue.
LiveRamp’s Authenticated Traffic Solution (ATS) and Epsilon’s PubLink
The new capacity makes use of technologies from both organizations’ respective firms. Publishers can link first-party user data with LiveRamp’s unified identity architecture using the company’s ATS. Additionally, it permits privacy-conscious, advertising on validated inventory. ATS uses LiveRamp’s pseudonymous identification RampID to provide addressable inventory without the use of third-party cookies or mobile identifiers. It makes it possible to promote to actual individuals in browsers like Chrome, Safari, and Firefox.
PubLink leverages a publisher’s hashed authentication data to recognize site visitors in a way that protects their privacy and is powered by Epsilon’s identification solution CORE ID. It stands in for a site visitor and can be used later on by advertising to target particular consumers with messages. Epsilon’s CORE ID and Ramp ID transactions are now interoperable, allowing ATS publishers to make their verified content available to more advertisers and demand-side platforms. Additionally, LiveRamp users can continue activating Epsilon Digital by using RampID to programmatically access authenticated inventory. It is planned to make it possible for publishers to identify verified customers without the use of cookies and to open up more revenue-generating inventory to offer more individualized ad experiences.
Additionally, the agreement enables publishers to connect to Epsilon Digital’s advertiser demand, servicing Epsilon’s clients including worldwide brands and those of its parent business, Publicis Groupe. Additionally, the collaboration makes implementation easier without requiring extra configuration, resources, or costs. It also complies with privacy laws everywhere.
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Benefits of publishers adopting PubLink and ATS
Cost-free and simple execution
Because PubLink and ATS are interoperable, publishers that currently have ATS enabled can install PubLink without paying additional costs or using other configuration resources.
Future-ready
Publishers can plan and construct their advertising strategy sustainably in anticipation of third-party cookies and other signals.
Privacy and Compliance
LiveRamp and Epsilon’s solutions prioritize privacy by design while paying attention to national, regional, and international privacy rules.
Here’s what they said
Chad Peplinski, Chief Media Officer at Epsilon said,
We believe in solutions that benefit everyone across the open web, with privacy being of utmost importance. Our collaboration propels the industry forward, and our work with LiveRamp will offer immediate benefits to publishers, advertisers, and site visitors alike. By prioritizing privacy at every step, our partnership allows publishers to access our industry-leading solutions and realize their monetization advantages without requiring any additional technological or financial investment, ensuring that user data is secure and protected.
Travis Clinger, SVP, of Activations and Addressability at LiveRamp said,
Facing a complex macroeconomic climate and big-picture shifts like signal deprecation, publishers must be dynamic and prioritize sustainable, forward-looking strategies. Publishers can leverage authenticated identity to better monetize their inventory, and LiveRamp’s partnership with Epsilon connects their authenticated inventory with even more advertiser demand. I’m thrilled to continue our commitment to interoperability by now supporting Epsilon’s PubLink with ATS in addition to The Trade Desk’s UID 2.0 / EUID and Google Display & Video 360’s PAIR via an add-on module.
Read More: LiveRamp – Pinterest Team Up For Enhanced Global Integration
LiveRamp – Pinterest Team Up For Enhanced Global Integration
LiveRamp, a leading data collaboration platform, and Pinterest strengthened their partnership to give advertisers with improved global integration. Marketers will be able to target foreign consumers on Pinterest as a result of this collaboration. The alliance will make use of RampID, LiveRamp’s pseudonymous people-based identity.
LiveRamp and Pinterest primarily announced the arrangement earlier this year. According to the statement, it would use LiveRamp’s interoperable clean room technology as a shared area for marketers, publishers, merchants, and data owners to improve measurement without compromising data safety. The data cooperation tool provides marketers with a safe and secure platform to link certain first-party and Pinterest data in an encrypted environment.
How will Advertisers benefit?
Advertisers will benefit from improved measurement and analytics as a result of the Pinterest-LiveRamp integration. It will increase the number of options for brands to gain an advantage from first-party data. CPG buyers will use this partnership to reach their customers through retail media channels such as Carrefour and Albertsons. Marketers will gain from the integration since it will provide high-performance results, ROI, and perceptual insights.
Advertisers are emphasizing cookie-free marketing ahead of the 2024 deadline to eliminate third-party cookies from Chrome due to continued privacy concerns. This collaboration will provide them with LiveRamp’s 100% cookie-free implementation with Pinterest. Furthermore, it enables people-focused marketing, in which marketers do not have to give up control over consumers’ private data or disclose information beyond their business.
Why Pinterest?
Pinterest hosts more than 465 million users who visit the platform each month to get inspiration. It can be to discover products or services for their homes, holidays, etc. Advertisers aim to be discovered during each touchpoint of the planning stage. On Pinterest, advertisers can reach the right consumers and influence their decision by turning them into potential consumers for the brand.
Here’s what they said
Bill Watkins, Chief Revenue Officer at Pinterest said,
We’re excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy. Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.
Travis Clinger, SVP of Activations & Addressability, LiveRamp said,
In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement. By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.
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