LiveRamp Holdings, Inc. has announced a partnership expansion with Western Union Company to improve personalized advertising for multicultural audiences. This collaboration connects Western Union's diverse Media Network with LiveRamp's data collaboration network, allowing marketers to utilize first-party data and run programmatic campaigns effectively. By accessing detailed customer insights, including financial transaction information, Western Union unveils valuable targeted audience data for advertisers. This partnership aims to improve metrics for multicultural campaigns and foster innovation through potential new data collaboration tools such as data clean rooms.
Through this partnership, marketers can run programmatic campaigns, leverage Western Union's first-party data, and use LiveRamp's Authenticated Traffic Solution to reach relevant consumers effectively.
With access to rich customer insights from Deterministic Financial Transaction Information-such as data on senders, receivers, and transaction locations-Western Union is uniquely positioned to offer advertisers targeted, authenticated audience data.
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