According to a press statement, Home Depot will add many new advertising options to its retail media network, including an industry-first interaction with Reddit. The agreement combines Orange Apron Media’s first-party data with Reddit’s ad inventory to target do-it-yourself customers and professionals in high-intent contexts. Advertisers can soon create Reddit ads straight via OAM’s self-service platform, Orange Access.
OAM is also launching a beta test with Pinterest, which will let businesses that do not sell at Home Depot to access the retailer’s data in campaigns on the inspiration-focused site. The Pinterest Media Network Connect agreement expands on OAM collaborations with The Trade Desk and Yahoo, which are similarly geared for non-endemic audiences.
The slate of OAM announcements, which are part of Home Depot’s annual upfront presentation known as the InFronts, illustrates the retailer’s efforts to develop a more well-rounded advertising environment that goes beyond the performance marketing methods common in retail media. OAM’s strategy involves a sustained emphasis on partnerships that push the boundaries of where its first-party data can be applied in offsite channels that are vital for brand discovery.
Also Read:
Iran Warns of Closing Hormuz Again Amid Ongoing US Naval Blockade
Breaking Barriers: Celebrating Leaders, Innovators, and Decision-Makers in GCC
