Pentaleap and Home Depot Partner To Revolutionize Home Improvement Retail Advertising

Pentaleap Inc. has announced a strategic partnership with Orange Apron Media, The Home Depot’s retail media division. This collaboration is set to enhance the effectiveness of The Home Depot’s sponsored product ads by improving ad relevance, the shopping experience, and return on ad spend (ROAS) for advertisers. The integration will leverage Pentaleap’s advanced technology to deliver more targeted and timely advertisements to consumers.

“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 ROAS.”

Andreas Reiffen, CEO of Pentaleap, via PR Newswire

Pentaleap’s retail media platform fosters a streamlined and effective environment for retail media networks (RMNs) and advertisers alike. The Publisher Manager portal gives RMNs comprehensive oversight of site monetization, featuring tools such as the Fluid Ad Server, SSP, and yield management to boost revenue while maintaining relevance. Additionally, the platform’s unified integration eases the management of various demand sources.

In other news related to Home Depot, this past June, Home Depot acquired SRS Distribution Inc. for approximately $18.25 billion, a strategic move aimed at expanding its market share among residential professional contractors and increasing its addressable market by $50 billion to an estimated $1 trillion. To finance the acquisition, Home Depot will use cash reserves and debt, with plans to raise additional funds through the debt capital markets.

SRS Distribution, a prominent player in the residential specialty trade sector, operates in roofing, landscaping, and pool contracting across over 760 locations in 47 states. The acquisition is intended to enhance Home Depot’s capabilities in serving professional contractors and complement its existing services for complex projects.

Despite recent declines in DIY sales and a decrease in first-quarter fiscal 2024 revenue, Home Depot’s stock has remained resilient. The acquisition reflects a broader industry trend, as Home Depot and rival Lowe’s focus on professional customers to drive future growth and stability amidst economic challenges.