Home Depot Courts Non-Endemic Advertisers in New Deal
Home Depot's retailer media network, Orange Apron Media, is extending its reach beyond traditional retail boundaries.
The network now has a partnership with Yahoo DSP, allowing non-endemic brands — those that don't sell products on Home Depot shelves — to tap into its shopper data.
The move opens up access to audiences for categories such as insurance, automotive, telecom and travel, leveraging data generated from roughly 3.5 billion annual visits to HomeDepot.com and more than 2,300 brick-and-mortar locations, according to Adweek, which first reported the news.
Through Yahoo DSP, these non-endemic advertisers can now reach Home Depot shoppers across channels including display, video, native, digital audio and connected TV. The initiative aims to help brands engage consumers at pivotal moments — such as preparing for a move or doing a DIY project — using insights derived from Home Depot’s shopper data, said Mandy Adams, senior director of Orange Apron Media, in the Adweek interview.
While endemic advertisers — those selling through Home Depot — have been able to target audiences both on-site and off-site via the network, access for non-endemics has traditionally required more case-by-case campaigns. An example of this is a recent collaboration with H&R Block that targeted Pro Xtra loyalty members during tax season, per Adweek. Previously, non-endemic advertisers have also accessed Home Depot audiences via The Trade Desk.
Home Depot first launched its retail media network in 2018, rebranding it to Orange Apron Media in April 2024. Later that year, it introduced a self-service platform, Orange Access, built in partnership with Kevel, Pentaleap and Vantage. Vice President Melanie Babcock described the retailer's overall approach to Adweek as a "buy-build" strategy, choosing not to rely on a single full-service retail media platform.
This latest move reflects a broader industry trend: retail media networks broadening their appeal to non-endemic advertisers by offering scalable, high-quality data targeting capabilities.
By partnering with Yahoo, Home Depot joins a growing list of retailers working to unlock the full potential of their data, helping advertisers reach relevant audiences beyond the traditional retail aisle.
