Many brands adopted clean rooms to activate first-party data while ensuring privacy compliance. Consolidation through acquisitions by Snowflake and LiveRamp signals a shift in the clean room space.
Industry players are evaluating if consolidation will improve collaboration, accessibility, and pricing in the clean room sector. The move towards fewer vendor partnerships aims to reduce friction and streamline operations for brands and agencies.
LiveRamp's acquisition of Habu offers ease of use for partners already utilizing LiveRamp's services. The integration of clean room capabilities within existing vendors aligns with the industry's desire to reduce the number of partners.
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