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Publicly listed data company LiveRamp's $200 million acquisition of data clean room provider Habu looks set to fire the starting pistol for a more buoyant year of adtech and martech M&A, experts have predicted. He noted that while ad teams aren't using these clean rooms en masse, many have activated them, which bodes well for the Habu acquisition. ID5's technology is deployed by the most online publishers of any identity service, according to Sincera , which measures which adtech companies are used across the industry. LiveRamp, also, could be an acquisition target, Salmon noted, as it builds out new data offerings like the clean rooms it will inherit from Habu. But not everyone is predicting the Habu acquisition will necessarily lead to an influx of M&A around cookieless adtech.

Persons: Conor McKenna, Luma's McKenna, Shailin Dhar, Dhar, Mathieu Roche, who've, InfoSum, Myles Younger, Dan Salmon, Wayne Blodwell, ID5, Roche, " Roche, Salmon, Elgin Thompson, hasn't, Thompson Organizations: Business, LUMA Partners, FIT Holdings, Companies, New, Research, Impact Media, Citizens JMP Securities, Walmart Locations: adtech, LiveRamp, Habu

☆ LiveRamp says it will acquire data startup Habu in $200 million deal
▼ + stars: | 2024-01-17 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Read previewPublic data company LiveRamp has agreed to acquire five-year-old startup Habu in a cash and stock deal valued at $200 million. LiveRamp CEO Scott Howe said the deal will help LiveRamp scale and grow partnerships with the cloud companies and platforms that Habu works with — like Google, Meta, and Disney. Habu will help LiveRamp expand its base of small and midsize clients. Habu's capabilities extend beyond marketing, and its clients use its technology to support applications around supply-chain data, healthcare data, and financial services data. Howe said these use cases could help LiveRamp expand its business beyond marketing to help companies manage data more broadly.

Persons: —, LiveRamp, Clark, Habu, Matt Kilmartin, Scott Howe, Howe, Vihan Sharma Organizations: Service, Business, Danone, Google, Asics, PepsiCo, Wing Venture Capital, Snowflake Ventures, Disney Locations: Kimberly

☆ TikTok is building a data-sharing solution called 'PrivacyGo' as it looks to grab ad dollars
▼ + stars: | 2023-08-03 | by ( Dan Whateley | Lauren Johnson | ) www.businessinsider.com time to read: +3 min

TikTok is building a solution that works like a data clean room called PrivacyGo. PrivacyGo may boost TikTok's pitch to brands as regulations and privacy rules weaken ad targeting. TikTok is developing a new privacy-tech solution for advertisers called PrivacyGo, a company spokesperson confirmed to Insider. Though TikTok is a much smaller ad seller compared to Google, Meta, and Amazon, it has been building solutions to entice advertiser budgets. In February, it rolled out new ad tools for small businesses — the types of companies that account for the most ad revenue on Meta and Google.

Persons: TikTok, PrivacyGo, Myles Younger Organizations: Apple, Tech, Google, Meta, United, Government, National Intelligence Law Locations: United States, Beijing

☆ From Amazon to The Trade Desk, experts predict these companies will be the most active acquirers of advertising businesses next year
▼ + stars: | 2022-12-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

There's a strong interest from acquirers in hot trends like commerce media and data consultancy. Experts predicted the companies most likely to be acquirers of advertising businesses in 2023. Many industry observers expect advertising industry M&A deal volume and value to be down next year due to volatile macroeconomic conditions. Experts across the advertising industry — from consultants, to agency executives, analysts, investors, and adtech leaders — named the companies likely to be active in the advertising M&A market in 2023 and why. Apple could make an under-the-radar adtech acquisition for its sleeping giant advertising businessIndustry insiders predict Apple has big plans for its $5 billion-and-growing advertising business next year.

☆ Google will soon kill the cookie, and 2023 will be the year to show whether the technology invented to replace it can save the ad industry's revenue
▼ + stars: | 2022-12-22 | by ( Ryan Joe | ) www.businessinsider.com time to read: +7 min

The loss of the cookie and other ways to identify people online has caused ad revenue to crater. "Too soon to say, but the platforms don't like it," said David Temkin, a Google executive who focuses on ads privacy. "Clean rooms we think are promising because they can respect user privacy," Temkin said. He notes that clean rooms can be slow and expensive. The prevalence of retail media already jumpstarted the need for clean rooms in 2022, said Scott Howe, CEO of LiveRamp, which provides clean rooms and identifiers.

☆ The hottest marketing tech companies of 2022
▼ + stars: | 2022-11-28 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +1 min

Marketing tech is crucial to help companies deal with the loss of cookies and the growth of e-commerce. The companies deliver new ways to do mobile messaging, attract online buyers, and use consumer data. download the app Email address By clicking ‘Sign up’, you agree to receive marketing emails from Insider as well as other partner offers and accept our Terms of Service and Privacy PolicyThe competition to standing out in marketing tech is intensifying. But a crop of startups and newly public companies are vying for a piece of the billions that CMOs spend each year. For the fourth year in a row, Insider is recognizing the marketing tech companies shaking up the industry.

☆ Data-management company InfoSum has laid off staff as its tech struggles to gain traction in the US, sources say
▼ + stars: | 2022-10-19 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

Sources said the company had struggled to gain traction in the US and missed revenue targets. Data-management company InfoSum had a recent round of layoffs, the company confirmed. Founded in the UK in 2016, InfoSum is a software-as-a-service platform that offers companies tools to store and manage their data. Another person familiar with the matter estimated the layoffs hit 12% of Infosum's staff, or about 20 employees. The company didn't hit its revenue goal last year and these people said it was unlikely it'd hit its 2022 target either.

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