Costco uses LiveRamp to activate first-party member data

Costco’s immediate move is to use first-party data for member-behavior analysis and message personalization across touchpoints. That matters because it shows a retailer applying data activation to support both loyalty and retail media operations, rather than treating data as a back-end asset. The only named vendors here are Costco and LiveRamp, so the signal to watch is whether Costco expands this LiveRamp-based activation beyond the customer-story use case into additional channels or touchpoints.