Home Depot Rebrands Retail Media Network as Orange Apron Media

The Home Depot has revamped and rebranded its retail media network, which first launched in 2018. Previously known as Retail Media+, the offering has been renamed Orange Apron Media.

The announcement was made at the retailer’s inaugural in-person retail media marketing summit, where Melanie Babcock, VP of Orange Apron Media and Monetization, walked supplier partners through customer insights, new retail media product offerings, measurement capabilities and best practices for the upcoming year.

“We are very excited for this new chapter of our retail media organization, Orange Apron Media,” said Babcock in a statement. “Retailers are continuously working to captivate customers at all stages of their shopping journey, and Orange Apron Media is at the forefront of this ever-changing digital advertising landscape, helping brands connect with customers closer to the point of purchase.”

In its new iteration, Orange Apron Media will double down on its goal to provide advertisers value by offering seamless integration of retail media offerings into its digital strategies, with an emphasis on enhancing the customer experience across both owned and offsite channels and via digital screen testing in select stores.

Don’t miss the chance to hear directly from Babcock about The Home Depot’s plans and the future of retail media at the Retail Innovation Conference & Expo taking place June 4-6 in Chicago. Register today to save on ticket prices!

To learn more about retail media, check out our full guide here.