Brands buying ads on Yahoo DSP can now target Home Depot shoppers, even if they don’t sell products on the home improvement retailer’s shelves.
The partnership between Home Depot’s retail media network, Orange Apron Media, and Yahoo DSP allows advertisers in categories like travel, insurance, telecom, or automotive—products not sold at Home Depot, also referred to as non-endemics—to target Home Depot audiences across display, video, digital, audio, and connected TV, explained Mandy Adams, senior director of Orange Apron Media.
That shopper data used to build those audiences includes information gleaned from about 3.5 billion visits to Home Depot’s website every year, and interactions at its 2,300 retail stores.
“They’ve got scale and we’ve got scale, so that partnership just made sense,” Adams said.
Home Depot launched its retail media network in 2018, and rebranded to Orange Apron Media in April 2024. It launched a self-service platform, Orange Access, in October 2024, powered by tech partners Kevel, Pentaleap, and Vantage. Melanie Babcock, Home Depot’s vice president of Orange Apron Media and monetization, has described Home Depot’s process as a “buy-build” strategy rather than adopting the full-service tech of one retail media tech company.
Previously, non-endemic advertisers have been able to access Home Depot audiences through The Trade Desk. Using shopper data that’s updated daily, according to Home Depot, brands can target shoppers based on who might be in the midst of moving house or doing a big DIY project, Adams explained.
The company also worked with H&R Block, another non-endemic advertiser, on a tax season campaign targeting members of Home Depot’s loyalty program for contractors and other professionals, Pro Xtra. For non-endemics to target Home Depot shoppers on the retailer’s owned and operated properties, advertisers work with Orange Apron Media on a case-by-case basis, Adams explained.
Endemic advertisers can go through Orange Apron Media to buy ads either onsite or offsite, including Yahoo display.