Why sales office vet David Danziger got into the cleanroom start-up Habu

The market for proprietary cloud data services has exploded.

InfoSum raised $ 65 million in August for a valuation of $ 300 million, up from $ 100 million after a fundraiser last year. Brian Lesser left Xandr, owned by AT&T, last December to become CEO of InfoSum. And then there’s Snowflake, the cloud data company that went public last September and has since grown 40% to a market cap of over $ 100 billion. Snowflake also launched the Media Data Cloud this month.

And now enter Habu, a data cleanroom software company founded by vets at Salesforce Krux and launched last year. Habu announced this month that it has recruited David Danziger, former vice president of data partnerships at The Trade Desk, as the new vice president of partnerships.

Danziger said the market for cleanroom data service providers has warmed particularly among branded marketing organizations as marketers are comfortable with ad technology and digital media data management. . But they’re looking for distributed cloud solutions that connect to other parts of the business so that they can combine data internally or be able to share proprietary data sets with partners.

AdExchanger met Danziger to talk about his new role at Habu and what it’s like to work with his former employer, The Trade Desk, as a strategic partner.

AdExchanger: To begin with, how do you define Habu? Is there already a three letter acronym for this type of company?

David Danziger: I desperately want DCR not to become a three letter acronym for “data clean room”. I thought about it and I dread it. But “data cleanroom” seems to be the terminology that is used for the general concept of first-party data collaboration between multiple parties.

When I think of Habu, it’s as a software publisher who works on distributed data platforms and with brands to deliver more comprehensive data. Data collaboration isn’t necessarily easy right now in terms of infrastructure, integration, and application. But these are things that a lot of people are trying to solve.

What companies or types of companies are potential partners for Habu?

A group is the main strategic and platform partners. We recently made an announcement in collaboration with Snowflake regarding their Media Data Cloud. It is a perfect example. Snowflake does a great job activating the infrastructure and integration components. And brands are already comfortable working with Snowflake in a first-party container capacity. We play a key role in helping these clients get the right information from the combined datasets.

Other similar partnerships come into play with Google Ads Data Hub and Amazon Marketing Cloud. These are areas where customers already have their data, but they are struggling to get information. We can create ways of working together there. We generally call them industrial clean rooms.

Other types of partnerships are data collaboration cleanrooms, whether it’s data companies, identity companies, or measurement companies that can help complement the perspective of what a brand is looking for.

Does Habu focus exclusively on advertising and marketing use cases?

The main area of ​​interest at this point is advertising and marketing. I think if you and I had the same conversation a few years later it could be much broader, as the concept of data cleanrooms and gleaning information from multiple datasets simultaneously is certainly not limited to marketing and advertising.

But it’s a space where we have experience, and we see a maturation and a thirst within this market for the concepts that we bring. It’s a long way of saying that the short term opportunity is advertising and marketing, but I certainly see other opportunities or licenses as well.

For example, one of our clients is a luxury car brand that has its own first party data, he works with an agency, he uses The Trade Desk – which means he has log files – and he works with third-party location data. company to connect identifiers to pedestrian traffic of retail businesses. All data resides in Snowflake and can be used jointly by Habu to extract information from log files, third-party location data, and proprietary brand data. Then we can see who ended up taking real world action [showing up to a dealership] and at what point in the funnel they had been targeted.

These are not easy things to do and datasets to recombine, unless marketing managers have a bunch of data scientists sitting around waiting for something to do. Which is not the case.

I feel like Google Ads Data Hub is the most developed cleanroom of the major platforms, and yet it still seems ADH has gone silent. What does this mean for Habu?

I think you’re right, it’s become a little quiet. I like to think of ourselves as the antidote to this, in a way.

One factor is that when Chrome delayed deleting third-party cookies, some conversations became less urgent. But the second part, and why I think of us as the antidote, is that it is very difficult to get useful information from Ads Data Hub unless you are a really adept BigQuery user. [Google’s cloud data warehouse, which supports queries using the SQL programming language].

It’s not meant to be a review of Google, but users show up and are faced with a blinking cursor. It’s up to you to write the SQL to get the information. This is a challenge for most traders. Whereas, if you are sitting in front of software that already has the data connections and a few basics, a business user is able to write in natural English whatever they want out, making it accessible.

To be frank, a big part of the reason I think ADH has gone silent is that these cleanrooms aren’t the easiest things to use, unless you have a talented team or software that know the query languages ​​and can visualize the results in a useful way. manners.

This interview has been edited and condensed.

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