Project shoppers, online and in the aisle
Orange Apron Media Advertising Agency: Expert Home Depot Media & Ads Management
RMIQ runs Orange Apron Media campaigns and judges them on store purchases as well as online orders, since many shoppers research online and buy in store.
Orange Apron Media (OAM) is The Home Depot's retail media network, renamed from Retail Media+ in 2024. Brands buy Product Listing Ads and display on homedepot.com, offsite search, social and video, and screens and audio in Home Depot stores, through OAM's managed service or its self-service platform, Orange Access.
In the retailer's 10-K
Online research, store purchase: how Orange Apron Media counts the sale
In Home Depot's own words, its customers "often research products and check available inventory online before visiting one of our stores to view products in person or talk to an associate and then making their purchase either in store or online." OAM's reporting is built to follow both endings.
Project audiences, local stock in the ad
Online research
OAM's Meta dynamic ads carry "real-time local inventory," and its audiences go "down to the project level" for a company that calls itself "primarily a project retailer."
Stores fill online orders too
Store fulfillment
Stores also fill online orders: for fiscal 2025, "approximately 50% of our U.S. online orders were fulfilled through a store." That figure counts where orders were filled. OAM's phrase for what its measurement adds is "in-store impact beyond the digital cart."
One closed loop for both sales
How OAM counts it
OAM's closed-loop attribution "links your advertising and media spend directly to both online and in-store sales and conversions." Orange Access launched in October 2024 with dashboards showing "in-store sales for onsite" ads.
- OAM's April 2026 measurement update links promoted products, through Home Depot's Supplier Analytics, to "total assortment sales, online performance, and inventory levels."
- The Insights Console shows a supplier's key metrics "alongside competitors."
- Incrementality, geo lift and brand lift studies test what the ads changed, with clean rooms for shared data.
Store sales belong to brands on the shelf
Who sees them
Brands sold at The Home Depot see a dashboard for the SKUs they promote, online and in store, OAM's Stephenie Cattonar told Digital Commerce 360 in June 2026. Brands sold elsewhere use the same platform to buy reach and get media metrics without the business performance data.
The in-store sales feature is quoted from the Orange Access launch release of October 3, 2024; OAM's measurement page, read October 2026, calls the same reporting closed loop across online and in-store sales.
Search results, social feeds, Pro Desk screens
From PLAs in search results to Pro Desk screens: the Orange Apron Media ad menu
Product Listing Ads and display on homedepot.com
Product Listing Ads are "sponsored placements in search results and banners on product listing pages," and display runs "from the homepage to category and product pages." OAM said in April 2026 that PLAs had gained keyword targeting, audience targeting and negative keywords, and that advertisers "can now utilize geotargeting for banners."
Search, social and video off the site
OAM's paid search solutions "combine the scale of Google and the power of Home Depot's rich first-party data." Video runs on "Smart TVs, mobile feeds, and in-store screens," and programmatic display follows shoppers "beyond our website and store."
Screens and audio inside the store
Pro Desk screens reach Pros "who frequent The Home Depot multiple times a week." Kitchen screens of 75 to 85 inches are "live across more than 1,400 stores," and OAM counts "over 500 digital experiences" on side cap displays. In-store audio was "newly launched" in September 2025.
OAM also sells promotional email, direct mail, and creator and affiliate programs.
OAM's team, your own seat, or a DSP
OAM's managed service, Orange Access, or Home Depot audiences in another platform
Advertising with OAM starts at its contact form, and its August 2026 release names two routes: "managed service offerings or Orange Access, OAM's self-service portal." A third runs through platforms advertisers already use.
OAM's own sales and media team
OAM says its "expert sales, audience and media strategists" work with advertisers of any size.
- Campaigns across DIY and Pro audiences
- Co-branded work for brands not sold at Home Depot, run with OAM directly
Orange Access
Orange Access is OAM's "unified platform" for onsite advertising, search, video and social, with real-time dashboards and exports. It is powered by Vantage.
- A guided tutorial, a banner builder, pacing information and automated optimization
- Centralized billing and reconciliation
- Orange Apron Media Academy, a certification for self-service advertisers, announced in April 2026 for "later in 2026"
Home Depot audiences elsewhere
Advertisers can also "activate audiences within the platforms already embedded in their media operations."
- For brands not sold at Home Depot: The Trade Desk (a demand-side platform) and Yahoo, with Pinterest Media Network Connect announced in April 2026
Store count, quarterly sales, in-store screens
The store base and online business behind OAM's audiences
OAM builds its audiences from "browsing behaviors, shopping habits, project interest, product engagement, brand interactions and purchase behavior."
- 2,364 Home Depot stores As of August 2, 2026, after three US openings in the quarter; 325 are in Canada and Mexico.
- $47.9B Sales in one quarter Second quarter of fiscal 2026, reported August 18, 2026, up 5.7%.
- 16.6% Online share of net sales Same quarter; online sales grew 11.0%.
- 1,400+ Stores with kitchen screens On OAM's in-store page as updated May 12, 2026.
Two stages, one new general manager
Orange Apron Media news, April to September 2026
OAM presented its 2026 plans at its own InFronts event in Atlanta, held April 21, and at Ascendant SHOWCASE in New York in September.
April 21, 2026
Sharper targeting on homedepot.com
At InFronts, OAM presented negative keyword targeting for PLAs, a self-serve Brand Page Portal and Category Leaderboards on category landing pages, with Sponsored Brands display formats in development.
April 22, 2026
Reddit and Pinterest announced
OAM announced Reddit campaigns launched from inside Orange Access, which it calls "industry-first." Its Reddit post, updated August 25, still says "later this year." OAM also announced more than 20 first-party audiences on Pinterest for brands not sold at Home Depot, "set to launch later this summer."
September 2, 2026
Audiences pitched for 2027 plans
At what it billed as "the world's first retail and commerce media upfront," OAM showed project-based audience segments and measurement "including SKU-level outcomes, incrementality and brand lift."
September 8, 2026
Christine Foster takes over OAM
Foster joined as general manager and vice president from Kroger Precision Marketing and reports to Home Depot's chief marketing officer, Molly Battin.
Small suppliers, spring peaks, unpublished terms
Small catalogs, many tactics, a spring peak, terms on request: what an OAM plan has to absorb
Thousands of small suppliers
"We have thousands of small suppliers who may only have one to three products... and they don't know anything about how to buy an ad," Melanie Babcock, then OAM's vice president, said in 2024. OAM announced an Academy for self-service advertisers in 2026.
Many tactics to line up
OAM's internal data says advertisers using five or more tactics outperform those using two or fewer "by up to +171% in return on ad spend (ROAS)." The tactics run from onsite ads and Google search to Meta, Pinterest, video, programmatic display, in-store screens and audio, email and direct mail.
A calendar weighted to spring
Home Depot's highest sales come in its second fiscal quarter, and OAM calls spring "the largest home improvement season of the year." Seasonal campaigns need budget in place before that peak.
Terms through the contact form
OAM's pages publish no rate card, minimum spend or attribution window; terms come through its contact form.
Store sales in the goal
A Home Depot ad agency that counts the store sale: RMIQ on Orange Apron Media
RMIQ works as a Home Depot advertising agency on the brand side: for suppliers sold at The Home Depot, it offers to run OAM campaigns judged on store purchases as well as online orders. Home Depot appears in the "Networks supported by RMIQ" strip on RMIQ's homepage.
Goals set on both kinds of sale
RMIQ sets each campaign's goal on the SKU sales OAM reports, with in-store purchases counted next to online orders.
Keywords and exclusions per product
OAM said in April 2026 that its PLAs take keyword and negative keyword targeting; RMIQ sets each product's keywords, bids and budget.
Media read next to stock
Where a brand's OAM reports include Supplier Analytics, RMIQ reads promoted products against assortment sales and inventory levels before moving budget.
Orange Access seat or OAM's team
RMIQ works out with your team whether your own Orange Access seat or OAM's managed team carries the buy, and whether Pro Desk screens, where Pros who visit several times a week plan their projects, earn a share of budget.
Attributed sales, another network
No Home Depot case yet: what RMIQ reports from Instacart
Darey Brands' Instacart case is measured in attributed sales, the same kind of figure OAM's closed loop gives brands sold at The Home Depot.
Darey Brands
Instacart campaign, 2026 case study- Instacart-attributed sales: 2.5x
- ROAS rise, under 2 months: 75%
- New-to-brand revenue: 2.7x
For Darey Brands' Green Valley Lactose Free campaigns, "each SKU was run by RMIQ as its own AI-optimized campaign."
Read the Darey Brands story
Product Listing Ads, homedepot.com
Home Depot PLA keywords to sort before spring
OAM calls spring the largest home improvement season of the year, and its Product Listing Ads run in homedepot.com search results.
- The share of your portfolio needing action, sized before the spring budget is set.
- A verdict per PLA keyword (continue, adjust spend or stop) before you set OAM's negative keywords.
- Projected ROAS and sales upside in 3 business days, on a network whose measurement page names no attribution window.
See a sample RMIQ keyword audit
An anonymized RMIQ audit of one brand's paid search, with each keyword sorted into scale, rebid and pause lists.
RMIQ's keyword audit covers Walmart Connect, Target, Instacart and more; RMIQ agrees its scope with you after the audit call.
When you download, RMIQ receives your email and may contact you about an audit. Privacy policy
Before the first OAM budget
When OAM belongs in a home improvement brand's plan
Signs OAM fits your brand
- Your products sell at The Home Depot and store sales count toward your goals.
- You sell to Pros: OAM reports a cleaning brand's Pro segment purchases up "+50% YoY" after a Meta campaign aimed at Pro Trade audiences.
- Your category peaks in spring, when OAM reports an "18% overall performance lift" for advertisers who raised spend in the Spring Event, compared with non-holiday periods (OAM internal data).
Gaps to plan around at OAM
- Terms, minimums and attribution windows agreed with OAM directly.
- A plan that works without announced features, such as Reddit inside Orange Access and the Academy, until OAM confirms they are live.
Definitions and other retailers
The terms behind OAM's reporting, and other US retailers on RMIQ
- Closed-loop measurement, defined Glossary The method behind OAM's online and in-store sales reports.
- Omnichannel advertising Glossary The term for plans that join homedepot.com, offsite media and the store aisle.
- Running OAM beside other networks Agency RMIQ's agency page, which lists the networks it supports and the ones where it has published case studies.
Retailer profiles on RMIQ
Short answers for suppliers
Home Depot advertising agency FAQ
What is Orange Apron Media, and who can buy it?
Orange Apron Media (OAM) is The Home Depot's retail media network, selling ads on homedepot.com, offsite and in stores. Advertisers, brands, suppliers, home service providers and media buyers can buy, through OAM's managed team or by running campaigns themselves in Orange Access, its self-service platform.
Is there a Home Depot retail media network?
Yes. The Home Depot launched one as Retail Media+ in 2018 and renamed it Orange Apron Media in March 2024. OAM held its third annual InFronts event for advertisers in Atlanta in April 2026 and sells onsite, offsite and in-store ads.
Who runs Home Depot's retail media?
Orange Apron Media runs it as The Home Depot's retail media arm, led since September 8, 2026 by general manager Christine Foster, who reports to chief marketing officer Molly Battin. Its sales, audience and media strategists run managed campaigns, and advertisers can also work alone in Orange Access.
What retail media technology does The Home Depot use for OAM?
OAM runs Orange Access, its self-service platform powered by Vantage, launched in October 2024 with ad server work from Pentaleap and Kevel. Home Depot audiences also activate in The Trade Desk and Yahoo, and OAM announced Pinterest Media Network Connect and a Reddit integration in April 2026.
Can brands not sold at The Home Depot advertise with OAM?
Yes. Brands sold elsewhere can reach Home Depot audiences through The Trade Desk and Yahoo, through Pinterest as announced in April 2026, or in co-branded campaigns with OAM. Digital Commerce 360 reported in June 2026 that they use the same platform without the business performance data that brands sold at Home Depot see.
Does Orange Apron Media report in-store sales?
Yes, for brands sold at The Home Depot. OAM's closed-loop measurement ties media spend to online and in-store sales, and Orange Access launched in 2024 with "in-store sales for onsite" ads in its dashboards. OAM's April 2026 update adds Supplier Analytics figures such as total assortment sales and inventory levels.
Can an agency buy Orange Apron Media for a brand?
Yes. OAM names media buyers among those who advertise with it, and after SHOWCASE 2026 it said it "will continue partnering with agencies and brands." RMIQ is a brand-side agency that supports the network; its published client results come from Instacart, Walmart, Whole Foods and Sprouts.
Where the facts come from7 sources
Each source is listed with the date it was published; pages that show no date are marked with the date they were read.
- The Home Depot, Inc., Form 10-Q for the quarter ended August 2, 2026, filed August 25, 2026; Form 10-K for fiscal year 2025, filed March 18, 2026; second quarter fiscal 2026 results release, August 18, 2026
- The Home Depot newsroom: Orange Apron Media InFronts 2026 announcements, April 22, 2026; Orange Access launch, October 3, 2024
- Orange Apron Media posts: Christine Foster appointment, August 24, 2026; measurement ecosystem, Reddit integration, Pinterest Media Network Connect, onsite updates and Orange Apron Media Academy, April 22, 2026; multi-tactic campaigns, June 2, 2026; year-round demand, September 8, 2026; Ascendant SHOWCASE 2026, September 23, 2026; in-store media, September 17, 2025
- Orange Apron Media case study, Pro audiences on Meta, April 13, 2026
- Orange Apron Media pages: homepage, about, contact and FAQ, audience, solutions, onsite, search, social, video, programmatic, in-store, email and direct mail, creator, measurement, Orange Access, no date shown, read October 25, 2026
- Digital Commerce 360, Home Depot retail media network strengthens non-endemic advertising, June 26, 2026; Path to Purchase Institute, InFronts coverage, April 27, 2026; Retail Dive, October 9, 2024; Marketing Dive, March 28, 2024
- RMIQ, Darey Brands case study, August 31, 2026; retail media agency page, October 14, 2026; homepage and case studies listing, read October 25, 2026
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