Habu

Habu, a marketing data startup, was founded in 2020 by former Krux and Salesforce executives Tom Chavez, Vivek Vaidya, and Matt Kilmartin.

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Habu provides secure data collaboration tools for brands to use first-party data in marketing campaigns.

Habu, a marketing data startup, was founded in 2020 by former Krux and Salesforce executives Tom Chavez, Vivek Vaidya, and Matt Kilmartin. The company emerged from super{set}, a startup studio co-founded by Chavez and Vaidya, who previously sold Krux to Salesforce. Habu raised $15 million in Series A funding shortly after its launch.

The company specializes in secure data collaboration, enabling brands to leverage first-party data for targeted marketing while maintaining privacy compliance. In 2024, Habu was acquired by LiveRamp for $200 million, marking a significant milestone in its trajectory. The acquisition positioned Habu as a key player in the data collaboration space, integrating its capabilities with LiveRamp’s existing infrastructure.

Habu’s platform connects brands with major advertising ecosystems, including Disney, Hulu, Pinterest, and TikTok, offering a privacy-conscious alternative to traditional data-sharing methods. The company’s focus on secure data environments aligns with the industry’s shift away from third-party cookies and increasing privacy regulations. Habu’s client base includes over 500 global partners, ranging from retail giants like Costco to media platforms like Spotify.

Despite its acquisition, Habu continues to operate as a distinct entity within LiveRamp, maintaining its brand and product offerings. The company’s ability to integrate with major cloud platforms like Google Cloud, AWS, and Snowflake further enhances its market position.

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Who buys this

  • Retail brands seeking targeted advertising
  • Media platforms integrating data for audience insights
  • Entertainment companies leveraging first-party data
  • Technology firms requiring secure data environments
  • E-commerce businesses optimizing customer engagement

Publicly disclosed clients

  • Costco
  • Whirlpool
  • DICK’S Sporting Goods

Strengths and what to watch

Strengths

  • Integration with major advertising ecosystems like Disney and Hulu
  • Compatibility with cloud platforms such as Google Cloud and AWS
  • Strong focus on privacy compliance and data security

Watch for

  • Potential integration challenges post-LiveRamp acquisition
  • Competition from other data collaboration platforms
  • Dependence on the shift away from third-party cookies

Key Information

Founded
2020

Frequently Asked Questions

What does Habu do?

Habu provides secure data collaboration tools, enabling brands to use first-party data for targeted marketing campaigns while ensuring privacy compliance. Their platform integrates with major advertising ecosystems and cloud platforms, offering a privacy-conscious alternative to traditional data-sharing methods.

When was Habu founded?

Habu was founded in 2020 by former Krux and Salesforce executives Tom Chavez, Vivek Vaidya, and Matt Kilmartin. The company emerged from super{set}, a startup studio co-founded by Chavez and Vaidya, who previously sold Krux to Salesforce.

Who acquired Habu and when?

Habu was acquired by LiveRamp in 2024 for $200 million. This acquisition marked a significant milestone in Habu’s trajectory, positioning it as a key player in the data collaboration space while maintaining its distinct brand and product offerings.

What are Habu's key strengths?

Habu’s strengths include integration with major advertising ecosystems like Disney and Hulu, compatibility with cloud platforms such as Google Cloud and AWS, and a strong focus on privacy compliance and data security, aligning with industry shifts away from third-party cookies.

Which companies use Habu's services?

Habu’s client base includes over 500 global partners, ranging from retail giants like Costco and Whirlpool to media platforms like Spotify. Their services cater to retail brands, media platforms, entertainment companies, and e-commerce businesses seeking secure data environments.

How does Habu ensure privacy compliance?

Habu ensures privacy compliance by providing secure data collaboration tools that align with increasing privacy regulations. Their platform enables brands to leverage first-party data for marketing while maintaining data security, offering a privacy-conscious alternative to traditional data-sharing methods.

Sources

  1. techcrunch.com — Habu’s founding and Series A funding
  2. techcrunch.com — Habu’s acquisition by LiveRamp
  3. habu.com — Habu’s product offerings and client base
  4. www.prnewswire.com — Habu’s integration with Clear Channel Outdoor