The Home Depot rebrands its retail media network in pitch for ad dollars

Retail media networks are increasingly taking a page out of major media players’ playbook, hosting upfront-style pitches to advertisers, looking to locking in ad dollars sooner rather than later. 

On Thursday, The Home Depot hosted its inaugural InFront, a play on upfront negotiations or digital media’s affair the NewFronts, to tout its retail media offering.

Hosted at its Atlanta headquarters, The Home Depot pitched a rebrand to its retail media network from Retail Media+ to Orange Apron Media, a new partnership with Univision to open up more media placement opportunities and a new in-store advertising offering. The retailer brought executives, including Ted Decker, chair, president and CEO of The Home Depot along with Melanie Babcock, vp of Orange Apron Media (formerly Retail Media+) and monetization team, Molly Battin, svp and CMO onstage.

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