• by Sarah Mahoney  @mahoney_sarah, April 3, 2025

Home Depot’s Orange Apron Media is trying hard to chart a different course in the ever-growing universe of retail media networks. “We’re not chasing eyeballs,” says Melanie Babcock, the company’s vice president of Orange Apron media and monetization. “We’re focused on understanding buyer intent -- and that fits very differently into the journey of a DIYer or a contractor solving a problem than someone shopping for groceries.”

While many retail media networks rely on raw traffic volume, Babcock says Home Depot’s network is powered by why a customer is onsite -- not just that they are. “This is the part I keep coming back to,” she says. “What they intend to buy puts the 'retail’ into retail media networks.”

That emphasis on intent was front and center at this week’s InFronts, the second annual showcase for Home Depot’s advertising business. Babcock and her team laid out a vision focused on three foundational pillars: unmatched reach among home improvement shoppers, a seamless buying experience through the Orange Access platform, and an evolving approach to measurement that elevates the value of brand building.

The latest addition to that measurement toolkit is ROMO: return on marketing objectives. “ROAS will never stop being important,” says Babcock. “But when launching a brand or trying to reach a new audience, we must look beyond just transactions.” The new acronym, introduced by Orange Apron’s analytics team, is designed to help suppliers frame results regarding broader goals like brand lift, new customer acquisition, and product discovery.

That reframing comes as the retail media space continues its meteoric rise. U.S. advertisers are projected to spend more than $62 billion on retail media in 2025, up from $52 billion the year before, according to eMarketer. As new networks crowd the field, the challenge isn’t just reach -- it’s relevance.

Babcock believes Home Depot’s edge lies in how Orange Apron connects advertising to customer journeys, especially for project-based shopping. “The nature of the customer and what they're doing with us changes dramatically,” she says. “The better you know that customer, the better you can identify intent and serve them the right message along their journey.”

Unlike mass retailers, where demographics often drive segmentation, Orange Apron Media segments by project. A bathroom remodeler in Brooklyn and one in Phoenix might look nothing alike demographically, but their decision points align. “Our behavior in home improvement is the distinguishing mark for targeting,” Babcock says. “A supplier can only get that through a home improvement platform.”

That means tailoring ad solutions to seasonal needs, climate zones, and product-specific applications. Orange Apron has invested heavily in advanced geo-targeting capabilities to support suppliers whose products only apply to certain regions. “Roofing tiles and lawn treatments aren't one-size-fits-all,” Babcock tells Marketing Daily. “That’s where our network has to be smarter.”

In addition to premium onsite placements, Orange Apron Media is expanding offsite offerings, including CTV and sports partnerships. A longtime sponsor of ESPN College GameDay and March Madness, Home Depot recently announced it will officially support the 2026 FIFA World Cup. “That kind of investment opens doors our suppliers couldn’t access on their own,” she says.

And then there’s content -- still a work in progress, but a key piece of the vision. “Our customers are looking for trusted, problem-solving content,” Babcock says. “There’s a unique opportunity to co-create with suppliers. This isn’t just about ads -- it’s about building people’s confidence to take on DIY challenges.”

From deeper analytics to AI-assisted creative tools and seamless integrations with partners like Meta, Pinterest, and Google, Orange Apron Media is focused on what comes next. But for Babcock, the mission remains simple: “We're not just here to monetize traffic,” she says. “We’re here to help brands matter to our customers when it counts.”