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Home Depot revamps retail media network

Home Depot Orange Apron Media
Home Depot is rebranding its retail media network.

The Home Depot Inc. is timing the debut of its upgraded retail media network with the prime season for digital media spending.

The home improvement giant, which recently announced it would acquire building products supplier SRS for $18.25 billion,  is introducing Orange Apron Media, its rebooted retail media network. Previously known as Retail Media+ , Home Depot says the retooled retail media network is dedicated to embodying its values, including "excellent customer service, entrepreneurial spirit, and commitment to providing innovative advertising solutions and enhancing the customer experience."

Retail media networks provide retailers’ brand partners with direct promotional access to shopper. Typically, the networks deliver targeted ads to segmented consumers via channels such as in-store digital displays, as well as online advertisements and connected TV. 

The Home Depot says that since being launched 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 debut of Orange Apron Media comes just before "Upfronts" season – the early spring period projected to represent as much as 23.5% of all digital advertising in the U.S. 

Orange Apron Media will focus on seamlessly integrating retail media offerings into its partner advertisers’ digital strategies through owned and offsite channels, as well as digital screen testing in select stores.

"We are very excited for this new chapter of our retail media organization, Orange Apron Media," said Melanie Babcock, leader of The Home Depot’s retail media business as VP of Orange Apron Media and Monetization. "Retailers are continuously working to captivate customers at all stages of their shopping journey, and Orange Apron Media is at the forefront of this ever-changing digital advertising landscape, helping brands connect with customers closer to the point of purchase."

Headquartered in Atlanta, The Home Depot is the world's largest home improvement specialty retailer. At the end of fiscal year 2023, the company operated a total of 2,335 retail stores in all 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, 10 Canadian provinces and Mexico. The company employs approximately 465,000 associates.

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