The partnership between Kevel, a leader in API-first ad serving, and The Home Depot, the largest home improvement retailer globally, signifies a pivotal advancement in the retail media industry. This collaboration is set to transform The Home Depot's in-house retail media network, Orange Apron Media Technology, by integrating Kevel's Retail Media Cloud™. The move is designed to bolster Orange Apron Media's capabilities, enabling it to innovate further and provide more value to its advertising partners.
By leveraging Kevel's flexible, API-based solution, Orange Apron Media aims to create a distinctive retail media network that enhances ad products. This integration facilitates advertisers in connecting with customers nearer to the point of purchase, potentially boosting campaign effectiveness. The partnership focuses on improving the customer experience across various channels through storytelling and personalization, utilizing The Home Depot's unique first-party data.
Melanie Babcock, vice president of Orange Apron Media and Monetization, emphasized the partnership's significance, stating the goal is to offer unparalleled service and experiences for customers and advertising partners. The collaboration with Kevel is seen as a step towards building custom solutions that enable brands to engage with customers more effectively.
This partnership arrives at a crucial time as the digital advertising landscape evolves towards more specialized retail media networks. The Home Depot, through Orange Apron Media, is pioneering the development of an enhanced omnichannel customer experience. This initiative ensures advertisers achieve a significant return on their ad spend, setting a new benchmark for specialty retailers.
James Avery, Founder & CEO of Kevel, highlighted the shift in the retail media landscape towards networks that deliver real value. This trend is encouraging retailers to adopt more sophisticated, differentiated solutions over generic ones. The collaboration between Kevel and The Home Depot exemplifies how technology and retail can merge to create innovative advertising solutions.
For advertisers, this partnership opens new avenues to reach the home improvement market more effectively. The advanced capabilities of Orange Apron Media, powered by Kevel's technology, promise more targeted and impactful advertising campaigns. This initiative not only benefits advertisers but also enhances the shopping experience for customers, marking a significant step forward in the retail media industry.
