Western Union continues to ramp up its commerce media business.
After officially launching in November and recently partnering with T-Mobile’s Vistar for DOOH (digital-out-of-home), Western Union has announced it will use Magnite’s tech to enable media buying and monetize its owned media properties.
As part of the partnership, Western Union will use Magnite’s direct offering, ClearLine—which allows advertisers to buy directly from Magnite’s supply without a DSP, removing a layer of tech and associated fees. It’s also the first commerce media network to do so.
Why This Matters:
Magnite will basically power the Western Union media network’s ability to monetize its owned media channels across web, mobile, and in-app. These platforms collectively reach more than 15 million U.S. customers.
The Western Union’s media network is also part of the broader “commerce media” shift, where traditional retailers are no longer the only ones building ad businesses. Commerce media is about more than retail—it’s any brand with massive scale and first-party data turning its owned media into a revenue engine. Think travel. Now, think finance. Financial services—yes, Western Union, but also banks and credit unions—feels like the next vertical to follow this trend. Chase and PayPal have already launched media networks last year.
Experts React:
“Magnite’s expansive technology and service offerings make them a versatile partner that can help address our desire to grow our business,” says Western Union’s Chris Hammer, SVP. “We are excited to see this collaboration continue to grow as we scale our Media Network business.”
Meanwhile, Stephanie Reustle, Head of Commerce Media at Magnite, says, “It’s great to see the advanced technology we’ve built for publishers and advertisers providing value to clients in new fields. We’ve seen the firsthand benefits of bringing sellers and buyers closer together and helping commerce media brands integrate into the landscape will bring additional advantages for all.”
Our Take:
Are SSPs dead in a year? Doesn’t feel that way—just look at this news. If anything, SSPs seem to be in a prime position right now.
