• by Ray Schultz , February 14, 2020

A new data operating system for marketers made its debut on Friday.

Habu is designed to resolve “the privacy-personalization paradox with automated privacy controls, personalization,” states Matt Kilmartin, CEO and co-founder of Habu and former chief customer officer of the consumer engagement platform at Salesforce.

The company is emerging out of stealth mode with $15 million in Series A funding led by super{set}, with participation from other investors.

Habu is using the funding to hire engineers and mar-tech sales executives and double its head count by the end of the year. It now has 35 employees spread between San Francisco, Boston, and New York.

The other founders are Tom Chavez, co-founder and CEO of Krux and Rapt; and Vivek Vaidya, former SVP of Salesforce Marketing Cloud and co-founder and CTO of Krux. 

The platform features automated insights and automated recommendations. It also helps brands with first-party data growth and ensures that they are compliant with the GDPR, CCPA and other laws. 

Habu is having discussions with several major brands that seem to approve of the technology.  

Habu tackles the challenge of “stitching together marketing and advertising data from multiple platforms to deliver a relevant consumer experience across all channels –– something that has eluded us for too long,” states Frédéric Rozé, executive vice president of L’Oréal USA.

Alysia Borsa, executive vice president/chief business & data officer at Meredith Corporation, states that Habu will help it personalize experiences across all of its brands and platforms, and to do it “without relying on an overly complex roster of vendors.”