Home Depot in new partnership to enhance retail media network
The Home Depot Inc. is looking to improve the shopping experience and return on ad spend for its Orange Apron retail media network.
The leading home improvement retailer initially launched a retail media network in 2018 and then upgraded it to the new Orange Apron Media offering in March 2024.
According to The Home Depot, since being introduced in 2018, its retail media network 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.
The retailer has focused Orange Apron Media on seamlessly integrating retail media offerings into its partner advertisers’ digital strategies through owned and offsite channels, and digital screen testing in select stores. Now, Home Depot is partnering with retail media technology provider Pentaleap Inc.
Since incorporating Pentaleap's platform into its sponsored products strategy, The Home Depot says it has delivered ads that align more closely with shopper needs by highlighting the right products at the right time. According to Home Depot, advertisers have already observed an uptick in returns on ad spend.
"We are excited to partner with Pentaleap to boost the performance of sponsored products, bringing the right suppliers closer to the customers and the point of purchase," said Melanie Babcock, VP of Orange Apron Media and monetization at The Home Depot. "By integrating sponsored products with the intelligence that powers our site's relevancy, we ensure our advertisements are tailored to our shoppers. This approach boosts both customer satisfaction and advertiser experience."
[READ MORE: EXCLUSIVE: Home Depot builds retail media network around DIY needs]
In addition, Home Depot's sponsored products advertising results are enhanced by Pentaleap's Fluid Relevancy Engine, which is designed to dynamically position ads to the right customers at the right time, utilizing an algorithm that processes contextual data.
"The Home Depot's achievements are impressive and align with the results we've seen across our client portfolio," said Andreas Reiffen, CEO of Pentaleap. "We are thrilled to support this global brand with technology that not only increases ad relevance but also enhances the shopping experience and improves advertiser ROAS."
Based in Atlanta, The Home Depot is the world's largest home improvement specialty retailer. At the end of the second quarter of fiscal 2024, the company operated a total of 2,340 retail stores and over 760 branches across all 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, 10 Canadian provinces and Mexico.
