• by Laurie Sullivan , 93 minutes ago

RedVest Media, Ace Hardware's retail media network, announced measurement, audience, social and influencer capabilities ahead of its debut later this week at its 2027 upfront.

Ace launched RedVest in 2025, but this is the company's first official event with financial and technical backing from four major corporate partners such as DoorDash, along with platforms Pacvue, Epsilon and In-Store Marketplace.

The DoorDash partnership creates a new commerce-media opportunity for brands to advertise a DoorDash storefront on the app, which was announced last year.

New sponsored ads and sponsored brands formats aim to increase visibility and influence purchase decisions while customers build an order.

DoorDash then delivers the items from more than 4,000 locally owned stores.

Advertisers can directly link ad spending to actual purchases, tracking whether a customer bought an item online or inside a physical local store after seeing an ad.

They can bypass third-party cookies by using the retailer’s verified data such as real customer purchase histories, loyalty program metrics and shopping habits.

They have access to target shopper segments, such as consumers who prefer to do it themselves or people who just purchased a home.

The measurement suite gives advertisers a clearer view of immediate campaign performance through improvements like incrementality measurement for offsite media, new-to-brand reporting and ways to share insights and analysis.

Expanded metrics and measurement offer a better understanding of a brand’s media investments, as well as the ability to identify growth drivers, and uncover opportunities to optimize future campaigns.

RedVest Media also officially launched what it calls social amplification and influencer marketing capabilities, enabling brands to extend existing creatives into additional media environments while adding RedVest Media audience capabilities and closed-loop measurement.

Ace-vetted creators will help brands create products and projects to reach customers earlier as they consider purchases.

RedVest Media is building a targeting audience library designed to connect brands with Ace’s do-it-yourself homeowners or renters.

Some of the new offering built to create a connected ecosystem through RedVest Media include “Weather-Triggered Programmatic” ad options based on local weather conditions. “RetailerReach” gives eligible vendors new ways to reach Ace and Emery Jensen retailers through retailer-facing banners, emails and educational content, helping brands build consideration and support distribution in partnership with merchandising.

“Category Driver Campaigns” are multi-brand media packages with shared creative aligned to relevant seasonal moments and merchant departmental objectives.

These campaigns are eligible for pooled investment across multiple relevant brands allowing participating brands to get more reach and channels for their investment than if they were to execute their own campaign.

Today’s announced capabilities are available now, but the audience library will be developed throughout 2027.

Some capabilities may require an additional investment or commitment, the company said.