LiveRamp Buys a French Startup to Bolster Its Safe Haven Product

Acquisition of Acuity Data will help ad-tech firm serve the CPG industry

LiveRamp's Safe Haven product is key to its future growth. LiveRamp

LiveRamp has acquired Acuity Data, a platform that serves the CPG industry, to bolster its Safe Haven product.

Introduced in March, Safe Haven is a neutral “clean room” where advertisers and media owners can develop data partnerships in a privacy-safe way.

The acquisition will help LiveRamp bolster the retail analytics capabilities of Safe Haven. The deal will bring consumers’ digital signals and retail transaction data together in a privacy-conscious way, LiveRamp wrote in a blog post.

Acuity Data is a French company founded in early 2018. According to its website, it offers a revenue management platform to CPG manufacturers and retailers.

LiveRamp is focusing its next phase of growth around Safe Haven, along with its Authenticated Traffic Solution and connected TV products. It bought Data Plus Math last year for $150 million to enhance its TV offerings.

As of LiveRamp’s May earnings call, the ad-tech firm has more than 35 companies using Safe Haven.

Acuity Data has 10 employees, who will join all LiveRamp’s Paris office.

Acuity Data CEO Stanislas Lajouanie and COO Thibault Asselot will join LiveRamp’s Safe Haven team in senior sales and operations positions. The company’s CTO Arnaud Bohelay will join LiveRamp’s engineering team and will lead development for Safe Haven’s analytics capabilities.

The terms of the deal were not disclosed.

@andrewblustein Andrew Blustein is a programmatic reporter at Adweek.