Magnite, the world’s largest independent sell-side advertising platform, announced a strategic partnership with Western Union to support the expansion of its newly launched Media Network business. Through this collaboration, Magnite will empower Western Union to both purchase media as an advertiser and effectively monetize its owned media assets.
As part of the initiative, Western Union Media Network becomes the first commerce media organization to adopt Magnite’s ClearLine—an innovative solution that enables direct access to premium streaming inventory. ClearLine streamlines the media buying process by allowing advertisers to transact directly with publishers, enhancing transparency and ensuring more of Western Union’s working media budget is spent on high-value placements. Magnite currently reaches 92 million connected TV (CTV) households across the U.S., representing nine out of ten ad-supported CTV homes.
Magnite’s technology also powers the monetization of Western Union’s owned media assets, including its website, mobile platforms, and popular iOS and Android apps, which together reach over 15 million U.S. consumers. By integrating Magnite’s capabilities, Western Union Media Network is creating new opportunities for advertisers to connect with high-intent audiences across its digital ecosystem.
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In addition, Western Union is leveraging Magnite’s Curator Marketplaces for self-serve audience extension. This tool utilizes anonymized first-party transaction data to offer advertisers unique access to multicultural audiences through Magnite’s premium inventory. The result is precise audience targeting, greater campaign efficiency, and seamless programmatic execution for brands and agencies.
The companies have also signed a supply-path optimization (SPO) agreement, which will streamline Western Union’s access to curated omnichannel inventory while enhancing performance and cost-effectiveness across media buys.
“Magnite’s expansive technology and service offerings make them a versatile partner that can help address our desire to grow our business,” said Chris Hammer, Senior Vice President, Western Union. “We are excited to see this collaboration continue to grow as we scale our Media Network business.”