Orange Apron Media, the retail media division of The Home Depot, has unveiled a cutting-edge self-service platform: Orange Access. Launched on October 3, 2024, this new tool aims to simplify every step of the advertising process, from campaign creation to performance analysis. Built on Vantage technology, Orange Access streamlines ad buying, optimization, reporting, and insights—all in one place.
Simplifying the Advertising Experience
The retail giant isn’t just building homes anymore. It’s building an easier way for brands to connect with consumers. Orange Access opens the door for advertisers to launch and manage campaigns through an intuitive platform, allowing them to focus on results rather than navigating cumbersome processes.
“Orange Access transforms the way our partners engage with customers,” said Melanie Babcock, Vice President of Orange Apron Media and Monetization. “It’s designed to make life easier for advertisers by providing tools that are straightforward yet powerful, helping them grow their business more effectively.”
Key Features Designed for Success
Orange Access is more than just a campaign launcher. It’s a full-fledged advertising ecosystem. Advertisers can access detailed, real-time data to track the success of their campaigns and make adjustments on the fly. This functionality offers brands a comprehensive overview, making it easier to tweak campaigns and meet performance goals quickly.
The platform’s standout features include:
- One-Stop Campaign Management: Advertisers can create, activate, and track their onsite and offsite campaigns from a single, user-friendly interface.
- Real-Time Pacing Information: Ensures ads are reaching the right people at the right time, with no wasted impressions.
- Advanced Reporting and Insights: The platform provides a sophisticated insights module with custom campaign data, making sure advertisers know exactly how their ads are performing and what can be done better.
- Creative Flexibility: Building banner ads is now easier, with enhanced creative control for brands looking to stand out.
- Targeted Reach: Optimized ad placements and timing allow brands to get their message in front of the right audience, whether onsite at The Home Depot or across the internet.
A Platform Built on Feedback
Orange Access isn’t a one-size-fits-all solution. The Home Depot took input directly from their suppliers, ensuring the platform would meet their real-world needs. Advertisers wanted more flexibility, better control, and, most importantly, the ability to measure results in real time. Orange Access delivers all of this—and then some.
“Listening to our partners is key,” said Babcock. “Whether it’s introducing new ad units, creating a unified user interface, or enhancing measurement tools, we know that providing better solutions for our advertisers leads to a better shopping experience for our customers.”
Partnerships Powering Performance
The Home Depot didn’t build Orange Access alone. By partnering with Pentaleap and Kevel, the company has improved onsite campaign performance and expanded advertising inventory to meet suppliers’ ever-growing demands. These collaborations have led to a more dynamic platform that ensures campaigns not only reach the right audience but also drive measurable results.
Why It Matters
For brands, having access to a platform like Orange Access means one thing: control. Advertisers can now handle their campaigns from start to finish, relying on real-time data and performance insights to refine their strategies. In a world where attention spans are short and competition for consumer dollars is fierce, being able to fine-tune ads quickly is a game-changer.
By centralizing everything in one platform, The Home Depot is giving brands the tools they need to succeed without the headache of managing multiple systems. With Orange Access, the power is in the advertiser’s hands.
For more information and to learn how to harness the power of the home improvement customer, visit Orange Apron Media.
Orange Access is more than just a platform—it’s a new way of doing business in the ad world. The Home Depot has created a tool that empowers advertisers to be more effective, efficient, and creative, all while delivering the insights they need to drive growth. This latest launch solidifies The Home Depot’s role not just as a home improvement leader but as a force to be reckoned with in retail media.
