In a strategic move to strengthen data-driven advertising and enhance personalization across the retail media ecosystem, LiveRamp (NYSE: RAMP) has partnered with Walgreens Advertising Group (WAG) to power its clean room solution. This collaboration allows Walgreens, which boasts over 101 million myWalgreens loyalty members, to activate and scale its first-party data capabilities with greater speed, transparency, and precision—ushering in a new era of performance-based retail media.
By leveraging LiveRamp’s interoperable, privacy-forward data collaboration platform, WAG offers advertisers unprecedented access to audience insights and media performance across digital environments, including CTV, social, programmatic, and walled gardens.
Highlights and Strategic Benefits
1. Access to One of the Nation’s Richest Customer Datasets
- WAG advertisers gain access to first-party data from over 101 million loyalty members.
- Includes behavioral signals generated across online purchases, in-store visits, and deliveries.
- Enables advertisers to create more contextual, relevant, and effective campaigns.
2. Enhanced Clean Room Capabilities for Data Collaboration
- LiveRamp Clean Room allows secure, privacy-compliant data collaboration between WAG and advertisers.
- Supports granular campaign measurement across media platforms without exposing sensitive customer data.
- Fosters closed-loop attribution, empowering real-time adjustments to optimize spend and performance.
3. Faster, Scalable Audience Activation
- Marketers can build syndicated or custom audiences via self-service tools.
- Audience segments can be activated across programmatic platforms, CTV, social, search, and walled gardens.
- Delivers improved time-to-value, minimizing lag between data activation and campaign deployment.
4. Unified Cross-Channel Campaign Measurement
- Consolidated measurement tools enable advertisers to track managed and self-service campaign performance.
- Facilitates more granular, real-time insights into campaign reach, frequency, conversions, and ROI.
- Empowers data-backed decision-making and cross-channel optimization.
5. Strong Focus on Privacy and Data Governance
- Built with data portability and governance at its core, minimizing unnecessary data movement.
- Advertisers retain control over their data assets, while benefiting from WAG’s deep audience insights.
- Maintains high compliance standards in a changing regulatory landscape.
Strategic Vision and Industry Commentary
Abishake Subramanian, Group VP at Walgreens, emphasized the transparent, self-service ethos of the solution, stating that WAG is focused on scalable, privacy-conscious innovation that improves user experiences and brand performance.
Vihan Sharma, CRO of LiveRamp, highlighted how the partnership makes WAG even more valuable to advertisers by decoupling data and media, improving activation and measurement across any partner or platform.
This announcement positions WAG as a top-tier retail media network, especially in healthcare and wellness, and shows LiveRamp’s growing influence in building future-proof data collaboration ecosystems.
The partnership between LiveRamp and Walgreens Advertising Group represents a significant evolution in retail media, data collaboration, and privacy-first marketing. Advertisers now have access to a clean, powerful infrastructure that supports audience insight generation, campaign execution, and cross-platform measurement—all while maintaining high privacy and governance standards.
