Home Depot integrates retail media network with Reddit, Pinterest
The Home Depot Inc. is linking its Orange Apron Media retail media network to two popular social media platforms, including an industry-first partnership.
In an email to Chain Store Age, a Home Depot spokesperson said the company is the first retailer in the home improvement vertical to provide advertisers in its retail media network self-service integration to launch campaigns on Reddit. The retailer is also in an industry-first beta test of non-endemic advertisements on Pinterest, as well as introducing new onsite advertising enhancements and a certification program for retail media network participants.
The company initially launched a retail media network in 2018 and then upgraded it to the current Orange Apron Media offering in March 2024.
[READ MORE: Home Depot revamps retail media network]
According to Home Depot, since being introduced in 2018, Orange Apron Media has become the largest home improvement offering of its kind, providing suppliers with managed service and self-service media buying opportunities on owned and offsite media channels.
Details of each Orange Apron Media initiative follow:
Reddit integration
Orange Apron Media advertisers will soon be able to more easily leverage Reddit communities and first-party data from Home Depot through what it says is an industry-first self-service integration allowing advertisers to launch Reddit campaigns directly within Orange Access, Orange Apron Media’s self-service platform.
By pairing Reddit inventory with its first‑party audience data, Home Depot hopes participating brands will be able to engage customers earlier in the shopping journey while measuring impact across online channels.
Pinterest partnership
Through a new beta integration with Pinterest, Orange Apron Media is expanding how non-endemic advertisers (brands whose products and services are not sold by Home Depot) reach its customers on the visually-oriented social media platform.
The collaboration makes The Home Depot the first home improvement retailer to participate in this program and positions Pinterest as the first social platform where non‑endemic brands can activate using Home Depot’s first‑party shopper data.
Pinterest is the third environment where non‑endemic advertisers can activate Home Depot audiences, following integrations with The Trade Desk and Yahoo.
New onsite advertising capabilities
Orange Apron Media also recently updated its product listing ads offering, including keyword and audience targeting and the introduction of negative keyword targeting (preventing ads from appearing in context with irrelevant keywords). In addition, geotargeting is now available for banner ads and more granular targeting is planned for later this year.
Other new onsite advertising offerings include a self‑serve brand page portal that allows brands to curate and manage their own digital storefronts and category leaderboards on category landing pages.
Orange Apron Media Academy
The Orange Apron Media Academy is a new certification program set to launch later in 2026. Two core learning paths will be offered to participants that are designed to combine strategic foundations with hands‑on, practical skills. Participants will learn how to plan and activate campaigns and how to use performance insights to identify growth opportunities.
