Home Depot bolsters retail media efforts
Pentaleap and Orange Apron Media are partnering in an effort to elevate The Home Depot's retail media network. The collaboration aims to provide a better, more targeted shopping experience while also enhancing "return on ad spend" for advertisers.
Melanie Babcock, VP of Orange Apron Media and Monetization at The Home Depot, comments, "We are excited to partner with Pentaleap to boost the performance of sponsored products, bringing the right suppliers closer to the customers and the point of purchase."
Aligning ads with shopper interests
Since incorporating Pentaleap's platform into its sponsored products strategy, The Home Depot believes it has delivered ads that align more closely with shopper needs. These ads are intended to highlight the right products at the right time to ensure customers find what they need. "By integrating sponsored products with the intelligence that powers our site's relevancy, we ensure our advertisements are tailored to our shoppers. This approach boosts both customer satisfaction and advertiser experience," stated Babcock.
According to Home Depot, advertisers have already observed an uptick in returns on ad spend.
Pumping up sponsored products to the right people
According to Home Depot, its sponsored products' advertising results are enhanced by Pentaleap's Fluid Relevancy Engine, which is designed to shows ads to the right customers at the right time via an algorithm that "processes extensive contextual data."
"The Home Depot's achievements are impressive and align with the results we've seen across our client portfolio. We are thrilled to support this global brand with technology that not only increases ad relevance but also enhances the shopping experience and improves advertiser return on ad spend," said Andreas Reiffen, CEO of Pentaleap.
