Manufacturers shopping for adverts on Yahoo DSP can now goal Residence Depot buyers, even when they don’t promote merchandise on the house enchancment retailer’s cabinets.
The partnership between Residence Depot’s retail media community, Orange Apron Media, and Yahoo DSP permits advertisers in classes like journey, insurance coverage, telecom, or automotive—merchandise not bought at Residence Depot, additionally known as non-endemics—to focus on Residence Depot audiences throughout show, video, digital, audio, and linked TV, defined Mandy Adams, senior director of Orange Apron Media.
That shopper knowledge used to construct these audiences consists of data gleaned from about 3.5 billion visits to Residence Depot’s web site yearly, and interactions at its 2,300 retail shops.
“They’ve acquired scale and we’ve acquired scale, in order that partnership simply made sense,” Adams mentioned.
Residence Depot launched its retail media community in 2018, and rebranded to Orange Apron Media in April 2024. It launched a self-service platform, Orange Entry, in October 2024, powered by tech companions Kevel, Pentaleap, and Vantage. Melanie Babcock, Residence Depot’s vice chairman of Orange Apron Media and monetization, has described Residence Depot’s course of as a “buy-build” technique reasonably than adopting the full-service tech of 1 retail media tech firm.
Beforehand, non-endemic advertisers have been capable of entry Residence Depot audiences by The Commerce Desk. Utilizing shopper knowledge that’s up to date every day, in line with Residence Depot, manufacturers can goal buyers based mostly on who is perhaps within the midst of shifting home or doing an enormous DIY undertaking, Adams defined.
The corporate additionally labored with H&R Block, one other non-endemic advertiser, on a tax season marketing campaign focusing on members of Residence Depot’s loyalty program for contractors and different professionals, Professional Xtra. For non-endemics to focus on Residence Depot buyers on the retailer’s owned and operated properties, advertisers work with Orange Apron Media on a case-by-case foundation, Adams defined.
Endemic advertisers can undergo Orange Apron Media to purchase adverts both onsite or offsite, together with Yahoo show.
“What we’re doing with Yahoo is admittedly nearly increasing the entry to these advertisers that we predict might discover actual worth,” Adams mentioned. “Retail knowledge is among the most trusted knowledge that exists.”
