Home Depot Orange Apron Media: The Home Depot's retail media network for DIY and Pro shoppers

Home Depot serves two customers with different jobs. A homeowner shops for one project, perhaps once a season. A contractor buys for many jobs and may visit several times a week. OAM sells access to both, and its Pro Xtra loyalty program gives it data on the professional side (Yahoo, 31 July 2025).

OAM says Pro Desk screens reach professionals "who frequent The Home Depot multiple times a week" (company claim, OAM in-store). It also says audiences can be targeted "down to the project level". A paint brand, for example, could aim at shoppers who have just bought drywall and primer for a remodel.

The second difference is how far OAM opens its data to brands Home Depot does not sell. At its April 2026 InFronts, OAM let such brands use Home Depot audiences in The Trade Desk, Yahoo and, in beta, Pinterest (Home Depot, 22 April 2026). Earlier non-endemic buyers include financial services, home security, insurance, automotive and travel brands (Yahoo, 31 July 2025).

Third, OAM measures against the advertiser's goal, not one return figure. In June 2025 it introduced Return on Marketing Objective (ROMO). The framework judges a campaign by its stated aim, such as brand awareness, customer retention or market share growth, not by return on ad spend alone (OAM, 18 June 2025). That suits long home projects, where the sale may come weeks after the ad.

Onsite. Product Listing Ads are OAM's sponsored products format on homedepot.com and the app. In 2026 OAM added keyword, audience and negative-keyword targeting for them, geotargeting for banners, a self-serve Brand Page Portal and Category Leaderboards (Home Depot, 22 April 2026). Sponsored Brands display is listed as future development.

Offsite. OAM sells programmatic display, Google search, Meta and Pinterest social, video on connected TV and online, creator campaigns, and email and direct mail (OAM social ads).

In-store. Pro Desk, Aisle and Side Cap Displays add up to "over 500 digital experiences". Kitchen Displays are 75- to 85-inch screens in more than 1,400 stores (company claims, OAM in-store). In-store audio launched in 2025 (OAM, 17 September 2025). See in-store retail media for how such screens are measured.

OAM groups audiences into "Home Depot-Owned" segments, used on Home Depot's own surfaces, and "Home Depot-Powered" segments, used elsewhere (OAM audience). Offsite, OAM uses Yahoo ConnectID, an identifier that Yahoo says works without third-party cookies (Yahoo, 31 July 2025).

Brands receive segments and reports, not customer records. OAM describes its clean rooms as a "neutral and privacy-enhanced environment" for matching data, but names no clean-room vendor (OAM measurement).

OAM reports closed-loop sales online and in stores. In April 2026 it added Quick-Start Reports, an Insights Console and a link to supplier analytics, alongside incrementality, geo-lift and brand-lift studies (OAM, 22 April 2026).

We found no Media Rating Council accreditation for OAM. The measurement standards guide explains what accreditation covers and how a goal-based framework like ROMO fits next to it.

1. Decide whether you are endemic. Brands sold at Home Depot can use every surface. Others buy Home Depot audiences offsite.
2. Start in Orange Access for self-serve onsite and offsite campaigns. The platform runs on Vantage technology and OAM's ad server on Kevel.
3. Ask the OAM team for managed media, including in-store screens, Pro Desk placements and homepage takeovers.
4. Activate offsite in your DSP. Brands not sold at Home Depot can use its audiences in The Trade Desk, Yahoo and Pinterest's beta.
5. Pick a ROMO objective before launch and book any incrementality or geo-lift study with it.

It suits:

• tools, building materials, paint, appliance and garden brands sold at Home Depot;
• brands that sell to contractors and want the Pro Desk;
• non-endemic brands tied to the home, such as insurers, lenders and security firms.

It suits less:

• brands with no link to home projects or home ownership;
• buyers who need MRC-accredited metrics or a published price card;
• advertisers who need media revenue or audience counts audited by a third party.

• OAM's media revenue for any period.
• A minimum spend for Orange Access or managed campaigns.
• The number of Pro Xtra members.
• The name of OAM's clean-room vendor.
• Whether data from SRS Distribution or GMS, the pro distributors Home Depot bought in 2024 and 2025, feeds OAM (Home Depot 10-K).
• Whether Reddit buying inside Orange Access and the OAM Academy certification have launched.

1. Marketing Dive, "How Home Depot is renovating its retail media network" (28 March 2024). https://www.marketingdive.com/news/home-depot-orange-apron-retail-media-network-infronts/711240/
2. Adweek, "Home Depot debuts self-service ads platform" (3 October 2024). https://www.adweek.com/commerce/home-depot-launches-self-service-ads-platform/
3. Kevel, "Kevel powers Home Depot in-house retail media" (8 October 2024). https://www.kevel.com/blog/kevel-home-depot-press-release
4. Orange Apron Media, "Introducing ROMO: a new standard for retail media measurement" (18 June 2025). https://www.orangeapronmedia.com/introducing-romo-a-new-standard-for-retail-media-measurement/
5. Yahoo Inc., "Redefining retail media: how The Home Depot is unlocking new value through retail data activation" (31 July 2025). https://www.yahooinc.com/blog/redefining-retail-media-how-the-home-depot-is-unlocking-new-value-through-retail-data-activation
6. Orange Apron Media, "Completing the customer journey: the power of in-store retail media" (17 September 2025). https://www.orangeapronmedia.com/completing-the-customer-journey-the-power-of-in-store-retail-media/
7. The Home Depot, Inc., Form 10-K for fiscal 2025 (18 March 2026). https://www.sec.gov/Archives/edgar/data/354950/000162828026019436/hd-20260201.htm
8. The Home Depot, "Orange Apron Media unveils new partnerships at third annual InFronts" (22 April 2026). https://corporate.homedepot.com/news/company/orange-apron-media-unveils-new-partnerships-infronts-2026
9. Orange Apron Media, "OAM enhances measurement ecosystem" (22 April 2026). https://www.orangeapronmedia.com/oam-measurement-enhance/
10. Orange Apron Media, homepage and solution pages: in-store, audience, measurement, social ads (accessed 9 November 2026). https://www.orangeapronmedia.com/