Walgreens is providing participants in its retail media network with faster, more transparent access to first-party data and analytics through a partnership with data collaboration platform LiveRamp. Walgreens seeks to enhance measurement of first-party data (information it directly collects from customers) across all advertising channels, including programmatic, connected TV, social, search, and buy- and sell-side platforms. In addition, using the LiveRamp data “clean room,” Walgreens can enable advertisers to conduct granular campaign measurement across offsite publishers and walled gardens (closed networks such as Google). Walgreens intends to improve WAG’s personalization capabilities, provide advertisers access to data at scale, and deliver real-time campaign performance insights. Expected benefits include: Expanded collaboration based on Walgreens’ national customer base; Self-service access to syndicated and custom audience creation for more personalized targeting across the customer journey, using Walgreens’ data combined with brands’ desired media channels; Activation at greater speed and scale across programmatic, walled garden, connected TV, 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.