Kevel and The Home Depot Partner to Revolutionize Retail Media Technology

In a significant move for the retail media landscape, Kevel has announced its partnership with The Home Depot to power the in-house transformation of Orange Apron Media, the home improvement giant's retail media network. This collaboration marks a pivotal moment in retail advertising, as it combines Kevel's innovative Retail Media Cloud™ technology with The Home Depot's industry-leading position.

The partnership is set to redefine how advertisers connect with customers in the home improvement sector. By leveraging Kevel's flexible, API-based solution, Orange Apron Media aims to build a differentiated retail media network that adds value to its ad products. This move allows advertisers to engage with customers closer to the point of purchase, potentially increasing the effectiveness of their campaigns.

Melanie Babcock, vice president of Orange Apron Media and Monetization, emphasized the importance of customization in enhancing user experience. The collaboration with Kevel is expected to enable The Home Depot to create tailored solutions that improve brand-customer connections, aligning with the company's priority of providing superior service to both customers and advertising partners.

This partnership reflects a broader trend in the retail media industry, where major retailers are moving away from off-the-shelf solutions to build high-end, differentiated networks. James Avery, Founder & CEO of Kevel, highlighted the shift towards retail media networks that deliver real value, noting that Kevel's technology allows retailers like Orange Apron to build customized in-house solutions that set them apart in the market.

The implications of this partnership extend beyond The Home Depot and Kevel. It signals a potential shift in how large retailers approach their advertising technology, emphasizing the importance of first-party data control and the ability to offer unique, targeted advertising experiences. For advertisers, this could mean more effective and personalized campaigns, while customers may benefit from more relevant and integrated advertising experiences throughout their shopping journey.

As the retail media landscape continues to evolve, this partnership between Kevel and The Home Depot could set a new standard for how specialty retailers leverage technology to enhance their advertising capabilities. It underscores the growing importance of customization, data control, and innovation in the competitive world of retail media networks.