LiveRamp Expands Western Union Partnership

In the US, data collaboration firm LiveRamp has expanded its partnership with veteran financial services company Western Union, to bring wide-ranging audiences from the latter's Media Network into LiveRamp's network.

Western Union uses anonymised data based on its customers' transactions - including senders, receivers and locations used - to offer targeted audiences to its advertising partners. The LiveRampe partnership allows advertisers to run programmatic campaigns on the Media Network's platforms; measure multicultural omnichannel campaigns with increased accuracy; and activate audiences across LiveRamp's ecosystem.

Western Union SVP Chris Hammer says the company has a diverse global customer base, and states: 'our work with LiveRamp is critical to helping us extend partnership value to our customers across our Media Network.' LiveRamp Chief Revenue Officer Vihan Sharma (pictured) comments: 'Western Union plays an irreplaceable role in the lives of its customers, and through Western Union Media Network, helps other companies to craft engaging experiences for its multicultural audiences, as well as to deliver the personalized, relevant advertising these consumers demand. While LiveRamp and Western Union Media Network are off to a strong start with driving people-based marketing for their advertisers, we're only scratching the surface of the value that we can drive for Western Union's advertisers, as well as every stakeholder in this formidable network.'

LiveRamp is headquartered in San Francisco, with offices worldwide and is online at www.liveramp.com .