LiveRamp Acquires Acuity Data

July 17, 2020

LiveRamp has acquired the Paris-based retail marketing analytics startup Acuity Data, founded by Procter & Gamble vets. Terms of the deal were not disclosed, and Acuity was a 10-person team, so it looks more like an acqui-hire. Acuity Data will be folded into LiveRamp’s Safe Haven product. Last year, LiveRamp bought the Dutch consent management platform Faktor and the TV analytics and attribution provider Data Plus Math, though that was a splashier $150 million deal. Though LiveRamp’s M&A hasn’t just been as a buyer, since the company quietly sold off its location data practice last year, due to potential regulatory or privacy blowback.