LiveRamp Clean Room: Habu, Safe Haven, pricing and alternatives

LiveRamp sells identity first and collaboration second. Its pseudonymous identifier, RampID, lets two companies that hold different email lists or postal files find the same people. The clean room adds a governed place to run analysis on that overlap: audience sizing, reach and frequency, attribution and lookalike building.

The product has two ancestors. Safe Haven was LiveRamp's own platform; in February 2023 it was described as "the privacy-first data collaboration platform" for overlap analysis, lookalike modelling and attribution (LiveRamp, 28 February 2023). Habu was an independent clean room company known for walled garden connections and cross-cloud orchestration. LiveRamp announced the Habu deal on 17 January 2024 (LiveRamp). It closed on 31 January 2024 at a consideration fair value of about $173.4 million (LiveRamp 10-K, FY2024).

Ownership changed again in 2026. Under a merger agreement of 16 May 2026, Publicis Groupe paid $38.50 a share in cash, an enterprise value of $2.167 billion (PPC Land, 2 November 2026). The FTC accepted a proposed consent order on 19 October 2026. It requires LiveRamp to stay commercially neutral and bars Publicis from using LiveRamp customer data without authorisation (same source).

A clean room owner picks one of four room types (LiveRamp docs):

Behind the hybrid rooms sits a control plane that coordinates many regional data planes on AWS, Azure and Google Cloud. Those planes span the US, EU, APAC and LATAM, run on Kubernetes and process data in the region where it lives (LiveRamp engineering blog, 14 February 2025).

Analysts work through questions, which are reusable query templates with input parameters. Owners decide whether partners can see the SQL, run the question or activate its output. Privacy controls stack on top (LiveRamp docs, privacy and governance):

• Crowd size (k-minimum) on output measures. LiveRamp calls 100 unique users "a high threshold" and cites AMC as the benchmark (glossary: k-anonymity).
• Aggregation threshold analysis rules on input datasets, which LiveRamp validates before any partner question runs.
• Noise injection with Laplacian noise, and differential privacy limits on repeated runs.
• Purpose, time and role controls, so data can be analytics-only, expire on a date, or be visible to named users only.

Everything is scriptable. The Clean Room API manages organisations, rooms, data connections and question runs (LiveRamp developer docs). A June 2026 release added a Python client and APIs for export destinations (LiveRamp release notes, June 2026).

LiveRamp publishes a pricing structure, which is rare in this market (LiveRamp pricing, accessed 9 November 2026). Customers commit to an annual number of tokens. Tokens are drawn down across eligible products, and add-ons are priced separately. The tiers are guided by data size and the number of media destinations:

Overage tokens can be bought, and higher commitments get better drawdown rates. LiveRamp says it moved from fixed-fee SaaS to this consumption model "based directly on customer feedback". The page prices the LiveRamp platform as a whole. It does not break out a clean room fee.

Strengths

• Identity in the box. RampID matching is native, and AWS offers it as a provider inside its own clean room (AWS pricing). LiveRamp claims a 99.5% match rate score on full PII with complete address data (company claim, LiveRamp).
• Works across clouds. Hybrid rooms let a Snowflake partner and a Databricks partner meet without either moving to the other's platform.
• A published entry price. A buyer knows the floor before the first sales call.
• Detailed privacy controls, including an input-side aggregation rule that does not depend on auditing every partner query.

Limits

• Ownership by an agency group. Rival holding companies are LiveRamp customers. The FTC order addresses neutrality, but some buyers will want contract terms of their own. PPC Land reports that Omnicom planned to leave LiveRamp (PPC Land).
• Clean room cost is bundled. The token model makes the clean room share of a contract hard to isolate.
• Native rooms are narrow. AWS native rooms run only in us-east-2, and BigQuery native rooms need all parties in the same region (LiveRamp docs).
• Output controls need care. Crowd size is applied by the question author, so owners who let partners write questions must audit them or use the input-side rule.

• The year Safe Haven launched and the date the product was renamed LiveRamp Clean Room.
• Prices for the Premier and Enterprise tiers, and the token cost of a clean room question run.
• Whether the FTC consent order has become final after its 30-day comment period.
• Whether LiveRamp Clean Room implements the IAB Tech Lab PAIR or ADMaP protocols.

1. Publicis Groupe, "Publicis Groupe Completes LiveRamp Acquisition" (November 2026). https://www.publicisgroupe.com/en/news/press-releases/publicis-groupe-completes-liveramp-acquisition-launches-the-industry-s-first-plug-and-play-ai-growth-engine-that-clients-fully-own-and-control
2. PPC Land, "Publicis now owns LiveRamp, the identity hub its rivals use, under an FTC order to keep it neutral" (2 November 2026). https://ppc.land/publicis-acquires-liveramp-the-data-hub-its-agency-rivals-rely-on/
3. LiveRamp Holdings, Inc., Form 10-K for the fiscal year ended 31 March 2024. https://www.sec.gov/Archives/edgar/data/733269/000073326924000018/ramp-20240331.htm
4. LiveRamp, "LiveRamp to Acquire Habu to Accelerate the Power of Data Collaboration" (17 January 2024). https://liveramp.com/news/liveramp-to-acquire-habu-to-accelerate-the-power-of-data-collaboration
5. LiveRamp, "CafeMedia and LiveRamp's Safe Haven Give Marketers Safe, Secure Access" (28 February 2023). https://liveramp.com/news/cafemedia-and-liveramps-safe-haven-give-marketers-safe-secure-access-to-one-of-the-largest-digital-properties-on-the-open-web
6. LiveRamp, "Pricing: consumption model" (accessed 9 November 2026). https://liveramp.com/pricing
7. LiveRamp documentation, "Configure Clean Rooms: Clean Room Types" (accessed 9 November 2026). https://docs.liveramp.com/clean-room/en/configure-clean-rooms.html
8. LiveRamp documentation, "Understanding LiveRamp Clean Room Privacy and Governance Controls" (accessed 9 November 2026). https://docs.liveramp.com/connect/en/understanding-liveramp-clean-room-privacy-and-governance-controls.html
9. LiveRamp, "LiveRamp Clean Room architecture" (14 February 2025). https://liveramp.com/blog/liveramp-clean-room-architecture
10. LiveRamp, "The LiveRamp Clean Room API" (accessed 9 November 2026). https://developers.liveramp.com/clean-room-api