LiveRamp Holdings, a software company, announced that it had decided to purchase marketing data startup Habu for $200 million in cash and stock.
LiveRamp Holdings, a software company that helps brands, advertisers, and retailers match together customer information, confirmed on Wednesday that it has agreed to acquire marketing data startup Habu for $200 million in cash and stock.
The agreement will allow their clients, who include well-known brands such as Walmart and PepsiCo, to more readily exchange customer data with their business partners, including advertising and other businesses.
“Habu is well-known in the market for developing a simple, lightweight application layer that makes data even easier to utilize. We will assimilate that and implement it throughout our much larger customer base, making things even easier for them to use,” LiveRamp CEO Scott Howe stated.
Habu specializes in “clean rooms,” which enable content platforms to keep user data secret when communicating with marketers.
“To really scale things, being able to plug Habu into a large company like LiveRamp will provide a lot more value to our customers,” Habu CEO Matt Kilmartin stated.
Habu will be acquired for around $170 million in cash and $30 million in LiveRamp stock. According to LiveRamp, the purchase is likely to be completed in the March quarter.
San Francisco-based LiveRamp anticipates Habu generating around $18 million in sales in fiscal year 2025.
Evercore and Baker McKenzie advised LiveRamp on the deal. Goldman Sachs and Gunderson Dettmer advised Habu.
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