In this episode, we discuss a Forbes article written by our host Kiri Masters about Home Depot's distinctive strategy in the retail media landscape. Unlike many retailers focusing solely on monetizing digital shelf space, Home Depot emphasizes the supplier experience. Melanie Babcock, VP of Orange Apron Media, played a pivotal role in developing this approach. Babcock's journey began in 2018, leading to the integration of onsite and offsite advertising channels under one platform. With technological advancements, including a crucial partnership with Penta Leap, Home Depot prioritized customization to enhance supplier interaction. This supplier-centric model positions Home Depot ahead of industry shifts, particularly as retail media evolves. Tune in to learn about the challenges and future prospects of this innovative retail media network.

Link to the Forbes article of Kiri this episode is based on: https://www.forbes.com/sites/kirimasters/2025/03/21/home-depots-retail-media-chief-puts-suppliers-at-the-center/

(00:00) About Today's Topic
(00:42) About the Show
(01:03) Introduction to Home Depot's Unique Retail Media Approach
(02:19) The Birth of Orange Apron Media
(03:01) Building a Cohesive Advertising Strategy
(04:02) Home Depot's Tech Stack Evolution
(06:36) Integrating Onsite and Offsite Media
(08:14) Addressing Measurement Challenges
(09:55) Future Outlook for Orange Apron Media
(10:51) Outro

Website: https://www.retailmediabreakfastclub.com

LinkedIn: https://www.linkedin.com/in/kiri-masters/

YouTube: https://www.youtube.com/@retailmediabreakfastclub

Apple: https://podcasts.apple.com/us/podcast/retail-media-breakfast-club/id1782187624//

Spotify: https://open.spotify.com/show/3s5MuqcrsOmQDKn3uMYJKb