The Home Depot rebranded its retail media network as Orange Apron in 2024, and now the home improvement chain is moving ahead with new self-service features that will be part of its advertiser experience. With a new tool, dubbed Orange Access, the retailer will try to simplify how those advertisers plan and manage ad campaigns.
Those campaign management options will extend outside of HomeDepot.com and include analytics for how campaigns perform, the company announced.
The Home Depot Inc., is ranked No. 4 in the Top 1000, Digital Commerce 360’s database of the largest online retailers in North America. It’s also the top-ranked retailer in the Top 1000’s Hardware & Home Improvement category.
What Orange Access will do for Home Depot’s Orange Apron
“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 at The Home Depot, in a released statement. “Our new platform empowers advertisers with easy-to-use, self-service tools and insights to create impactful campaigns to help them advance their business.”
When Orange Apron launched, Babcock said The Home Depot had thousands of suppliers already advertising in its retail media network. It hopes to double that number with thousands more. The network enables advertising in multiple contexts on HomeDepot.com, such as banners and carousels. In addition, it also includes placements in emails and physical stores.
“We are always listening to our supplier partners’ feedback, identifying new opportunities, and shaping a better experience for the future,” Babcock said in the Orange Access announcement. “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.”
Orange Access features
The Home Depot is working with the software vendor Vantage on Orange Access. In addition, it is relying on Pentaleap and Kevel for the ad server used with Orange Access. Most of the functionality detailed in an Oct. 3 announcement relates to controls that advertisers will use for their campaigns. Examples include campaign launches, building ad banners and adjusting the pacing and targeting of ads being deployed.
The dashboards that display these features will reflect the real-time states of suppliers’ ads and performance, according to The Home Depot.
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