Orange Apron Media Debuts Self-Service Ad Platform
The Home Depot’s retailer media network, Orange Apron Media, has launched a self-service ad platform called Orange Access.
Powered by Vantage, Orange Access allows advertisers to purchase ads that run on the retailer’s e-commerce website as well as on other publishers’ sites. In an Oct. 3 media release, Home Depot described it as a tool that lets advertisers plan, activate, optimize and report on their media campaigns through a single platform.
This launch builds on Orange Apron Media's introduction of self-service capabilities earlier this year to help advertisers expand campaigns using audience extensions beyond HomeDepot.com, the retailer said.
In addition to campaign activation and management, Orange Access includes a “sophisticated” insights module that provides advertisers with custom campaign data and intuitive measurement and reporting capabilities, including media diagnostics and key business metrics such as single-platform attribution and in-store sales for onsite. Advertisers can leverage these real-time dashboards to better understand how their campaigns performed and make changes or improvements.
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"Orange Access transforms the advertising experience for Orange Apron Media's partners and is a giant leap forward in helping suppliers effectively and frictionlessly meet customers at the closest point of purchase," said Melanie Babcock, vice president of Orange Apron Media and monetization.
Additionally, Orange Access capabilities also allow advertisers to:
- Launch onsite and offsite campaigns and access detailed reporting all in one platform.
- Set up campaigns through a guided tutorial highlighting best practices and optimal outcomes.
- Build banner ads with improved creative technology and control.
- Adjust placements and targeting to reach customers at optimal times and locations, onsite and offsite, using metrics like in-store sales and offsite impressions.
- Use a centralized billing and reconciliation process.
To enhance Orange Access' ad server capabilities, Orange Apron Media collaborated with retail media tech companies Kevel and Pentaleap, the latter Orange Apron partnered with last month to enhance its sponsored products strategy. Home Depot believes with this expertise and technology, its new solution can deliver improved onsite campaign performance and advance onsite advertising inventory.
"We are always listening to our supplier partners' feedback, identifying new opportunities, and shaping a better experience for the future,” Babcock added. “Whether it is new ad units, a unified user interface or enhanced measurement capabilities, we believe when we provide better solutions for our advertising partners, it ultimately creates a more relevant shopping experience for our customers.”