Habu Named A Leader In IDC MarketScape

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In recent years, there has been an unprecedented shift in the landscape of consumer privacy safeguards, data security measures, and compliance standards. Notable examples of this transformation include the deprecation of cookies and an increased emphasis on data protection through regulatory frameworks such as GDPR and CCPA/CPRA. This evolving environment makes it increasingly difficult for Marketing teams and other business users to access the necessary data they have previously depended on for success.

Data clean rooms have emerged to address this challenge, offering direct access to a diverse and substantial volume of data, including event-level data, user-level data, consumer data, transaction data, and more, that is otherwise unattainable through alternative methods. Data clean rooms play a crucial role in ensuring the privacy of sensitive datasets as data does not traverse between parties. Ultimately, they provide Marketing teams with an exclusive opportunity to engage with connected TV (CTV) providers, major retailers, and other data owners to gain additional insights that have not been available to them previously, by any means.

We founded Habu in 2018 with a mission to help companies thrive and innovate by realizing the full value of their data, as well as data from trusted partners, in this new, privacy-first era. We launched our first data clean room solution in 2020 with a focus on driving collaborative intelligence for not only the data analysts, data scientists, and other people who are familiar with code, but also the business teams who need access to insights and outcomes to optimize marketing campaigns, increase the impact of their advertising, and drive other key initiatives.

That’s why I’m thrilled to announce that Habu has been recognized as a Leader in the IDC MarketScape: Worldwide Data Clean Room Technology for Advertising and Marketing Use Cases 2023-2024 Vendor Assessment (doc #US51047323, December 2023). This report recognizes the crucial role of data clean rooms to protect privacy, trade secrets, and ensure trust between parties while collaborating with data. We believe this IDC MarketScape is the first report by a major industry analyst firm to provide clarity about key advertising and marketing use cases for data clean rooms, and objectively analyze the strengths and challenges of the vendors in this market. You can view an excerpt of this report here 

The IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of ICT suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each vendor’s position within a given market. The Capabilities score measures vendor product, go-to-market and business execution in the short-term. The Strategy score measures alignment of vendor strategies with customer requirements in a 3-5-year timeframe. Vendor market share is represented by the size of the icons.

Why We Were Named a Leader

The IDC MarketScape report evaluated our strategies and capabilities across a variety of criteria as noted above. I’m proud of the recognition we received in each area, which I believe is a true testament to our team’s dedication to building the industry’s best data collaboration platform. I believe four areas stand out as the most influential on our status as a leader in this market. 


IDC examined our current capabilities and how these are aligned with today’s customer needs. They dug deep to understand all aspects of how we handle data, our security and governance controls, query formation and execution, methods of outputting results, and much more. While I could go into detail about some of the most powerful aspects of our platform, here’s some of what the IDC MarketScape had to say about us:

  • “Queries can be written in natural language and converted to SQL using AI or written natively in SQL or Python. This provides flexibility for different personas.”
  • “The platform includes the ability to pseudonymize data and inject noise along with the capability to create synthetic data sets. All of these functions help create insight while preserving data privacy.”
  • “Habu’s differentiation is the company’s focus on providing a flexible tool for a variety of use cases and custom queries available across a broad array of platforms.”

Product Strategy

In addition to current functionality, the IDC MarketScape also examined how our future strategy aligns with what they believe customers will require in three to five years. We shared a detailed version of our roadmap, and while I cannot go into detail here (for obvious reasons), I can share that we’re making a significant investment in incorporating generative AI capabilities into all aspects of our platform. We see data clean rooms at a unique convergence with AI, with GenAI having the potential to transform the clean room experience and clean rooms as a solution to train models for AI/ML. In one of our recent blogs, we revealed some of the powerful new capabilities in Habu that are enabled by GenAI, as well as a preview of some of the exciting developments to come.

But beyond the product, I am pleased with the recognition and industry leadership that we’ve achieved in such a relatively short time. Prospective customers come to us seeking advice on potential uses of data clean rooms, and our customers consult with us on best practices. We’re also actively involved in advancing the industry as a whole. Consider this quote from the IDC MarketScape: “Habu has participated in many activities to shape the market, including the definition and promotion of data clean rooms, along with being a significant contributor to the IAB Tech Lab.”

Partner Ecosystem

It’s rare that all of your potential collaboration partners share the same tech stack. That’s why we’ve invested heavily to build integrations across all of the major cloud data warehouses, identity providers, AdTech/MarTech tools, and more.

It started with support for orchestration of the three major walled garden clean rooms: Amazon Marketing Cloud (AMC), Google Ads Data Hub (ADH), and Facebook Advanced Analytics (FAA). Habu allows Marketing teams to gather insights across these platforms using natural language queries, and unify the results to better understand the customer journey and optimize their marketing and advertising campaigns.

More recently, we’ve expanded our partnerships to include a deep technology integration with all of the major cloud data warehouses and their native clean rooms. This includes interoperability with Snowflake, Databricks, AWS, Google Cloud, and most recently, with Microsoft Azure to provide data clean rooms with trusted execution environments backed by confidential computing.

While interoperability is often an overused and poorly defined term in our industry, we feel it’s crucial to powering efficient data collaboration and why it’s one of the biggest differentiators of our solution. I also believe that’s why the IDC MarketScape states, “Consider Habu when you and your data clean room collaborators have data residing on many different clouds and plan to utilize multiple data science, data analyst, and business user roles.”

Customer Satisfaction

Habu is powering some of the most prominent data clean rooms in the industry. We’ve established Habu as the standard data clean room solution for marketers and ad agencies to plan, activate, and measure results across major CTV players. And, some of the largest retailers in the world use our platform as a core component of their growing retail media networks.

Our market penetration is a testament to not only a great product, but also our world-class customer success team. In some instances, they act in a business advisory role to help customers formulate use cases and adopt best practices. With others, they take a more integrated approach to develop and implement KPIs, dashboards, and machine learning models using SQL and Python expertise. But regardless of the engagement, we consistently receive high praise for how we help new clients accelerate value creation and ensure ongoing success.

Learn More about Why Habu is a Leader

Data collaboration done correctly can unlock increasing value from your data and completely transform core elements of your business. But if done inefficiently or incorrectly, you risk exposing critical data, wasting precious advertising dollars, and ultimately falling behind your competitors. That’s why we’re making an excerpt of this important research available to you. Check out the IDC MarketScape: Worldwide Data Clean Room Technology for Advertising and Marketing Use Cases 2023-2024 Vendor Assessment excerpt and discover how Habu can help your organization unleash the power of collaborative intelligence.

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CEO & Co-Founder
Matt Kilmartin is a co-founder and CEO at Habu, the Global Innovator in Data Clean Room Software. Habu’s software enables privacy-preserving data collaboration for insights, targeting, and measurement, which unlocks the power of data wherever it lives. The work that Matt and his team are doing with global, Fortune 500, data-driven companies is shaping the future of data collaboration in a privacy first era. Matt has been working with enterprises for the past 20+ years helping them with their digital transformation and data strategies. He has held a variety of executive leadership roles at Salesforce, Krux, and Akamai. Today, in the face of massive disruption that is impacting digital marketing, Matt’s goal is to help brands enable data collaboration that respects consumers.
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