LiveRamp and Walgreens Drive Business Growth via Robust Data Partnership

LiveRamp, the leading data collaboration partner, announced it is powering Walgreens Advertising Group’s (WAG) clean room solution. The partnership enables WAG, the retail media division of Walgreens, to increase access to its first-party data at speed, scale audience insights, and offer more transparency and control to advertisers. This enables brands to enhance media measurement across all platforms in the digital ecosystem and improve ROI with faster time-to-value.

LiveRamp’s data collaboration network enables WAG to unlock new insights, accelerate performance, and drive business growth. By strengthening WAG’s identity infrastructure and ecosystem connectivity, LiveRamp extends the efficiency of WAG’s first-party data solutions to improve personalization capabilities, access data at scale, and deliver real-time campaign performance insights. Using the LiveRamp Clean Room, granular campaign measurement is also possible across offsite publishers and walled gardens.

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These enhancements bring a multitude of new benefits to WAG advertisers and partners, including:

• Expanded collaboration based on Walgreens’ unique national customer base, including more than 101 million myWalgreens loyalty members who generate billions of signals daily from online, in-store, and delivery activities
• Self-service access to syndicated and custom audience creation for more personalized targeting across the customer journey, using Walgreens’ rich data combined with brands’ desired media channels
• Activation at greater speed and scale across programmatic, walled garden, CTV, social, search, and buy- and sell-side platforms
• Consolidated measurement to optimize the performance of managed and self-service campaigns with more accurate and granular insights
• Enhanced interoperability, flexibility, and data governance to minimize the movement of data while collaborating with partners

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“We’re committed to empowering our partners with a transparent, self-service approach that allows them to leverage data on their own terms—with privacy in mind,” said Abishake Subramanian, Group Vice President of Customer Marketing and Media Monetization at Walgreens. “Our focus is on investing in leading technologies that enhance data portability, audience scalability, and campaign measurability—while executing responsibly to create more meaningful experiences for Walgreens shoppers. With some of the most integrated and interoperable solutions in the marketplace that support upholding strict privacy protections, partners like LiveRamp play a key role in helping WAG deliver on this vision.”

“LiveRamp and WAG are helping advertisers get more from their media network investment by improving access, activation, and measurement across any partner or platform with speed and scale,” said Vihan Sharma, Chief Revenue Officer at LiveRamp. “WAG is already a highly differentiated offering in retail and healthcare that decouples data and media. Advertisers can now further deepen their customer understanding, improve cross-channel performance, and enhance closed-loop measurement to drive ROI.”

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Source – Businesswire

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