In today’s rapidly evolving retail media landscape, advertisers need more than just a snapshot of performance—they need a complete picture.
ROAS? Nah. The Home Depot's All About ROMO
Melanie Babcock, VP of Orange Apron Media, joined AdExchanger Talks podcast to talk ROMO, retail media optimization, and more.
2025 Changing the Game Awards
Melanie Babcock, VP of Orange Apron Media, has been named an honoree for the She Runs It: Changing the Game Awards.
Beyond The Aisle: How The Home Depot is Unlocking New Value Through Retail Data Activation
Through our new partnership with Yahoo DSP, brands can now reach The Home Depot’s valuable shopper audience across the open web, even if their products...
Introducing ROMO: A New Standard for Retail Media Measurement
In today’s rapidly evolving retail media landscape, advertisers need more than just a snapshot of performance—they need a complete picture.
15 retail media executives advertisers should know
VP of Orange Apron Media, Melanie Babcock, has been named one of Ad Age’s “15 Retail Media Executives Advertisers Should Know.”
Home Depot continues to add features to its retail media network
The Home Depot hosted its second InFronts event for brand advertisers on Orange Apron Media, unveiling several new features.
The Home Depot adds another acronym — ‘ROMO’ — in next phase of negotiating retail media network measurement
The Home Depot is pitching a new acronym: ROMO, or return on marketing objectives, in addition to return on ad spend (ROAS) to help marketers...
Putting The Brand Back In Retail Media
Home Depot’s Orange Apron Media is trying hard to chart a different course in the ever-growing universe of retail media networks. “We’re not chasing eyeballs,”...
Home Depot Is Hosting a Second Annual Event to Pitch Its Advertising Arm
Orange Apron Media, Home Depot’s retail media network, is hosting its second annual “Infronts” event this week.
H&R Block Teams Up With Home Depot to Help Contractors This Tax Season
To get in front of contractors who need help with their taxes, H&R Block is teaming up with Orange Apron Media, Home Depot’s retail media...
Home Depot’s Retail Media Chief Puts Suppliers At The Center
In a rapidly evolving retail media landscape, Home Depot is taking a distinctly different approach. While many retailers scramble to launch advertising networks focused primarily...
Measurement Transparency Helps to Track Ad Outcomes: The Home Depot’s Zachary Darkow
Advertisers are demanding more evidence that their media spending is driving an outcome, making transparency into cross-platform measurement a greater priority.
