The news: Advertisers on Home Depot’s retail media network will be able to launch Reddit and Pinterest ads directly through the platform, the retailer announced Tuesday at its annual InFronts marketing summit.

• The integrations will allow brands to more easily plan and manage campaigns, placing ads within relevant Reddit conversations where users are actively researching projects or seeking inspiration.
• By using Home Depot’s anonymized first-party data, advertisers can more precisely target high-intent audiences and measure whether those ads drive purchases or other actions.

The Reddit partnership will launch in the second half. Meanwhile, with the Pinterest arrangement that will launch in beta at a later date, Home Depot is looking to extend its reach with non-endemic advertisers that don’t sell goods in its stores or on its website.

Reddit and Pinterest are deepening ties with retail media networks, integrating first-party data and ad tools that connect discovery more directly to purchases. This approach helps both platforms better monetize high-intent user behavior while giving retailers and brands improved targeting and closed-loop measurement.

Zooming in: Home Depot said it’s integrating its Supplier Analytics Program into the Orange Access retail media platform, giving suppliers and advertisers a centralized dashboard to track metrics like inventory levels, sales, and out-of-stocks while planning and measuring campaigns.

The push to improve the retail media offerings comes as a slower housing market pressures the home improvement sector. Amid this backdrop, Home Depot is trying to extract more value from its adjacent businesses to offset structurally weaker DIY demand.

Beyond off-site partnerships, Home Depot is rolling out new on-site ad capabilities designed to better convert customer intent into action across its website.

Geotargeting is now available for banner ads, with more granular targeting planned for later this year. And the introduction of negative keyword targeting will give advertisers more control to focus spending on the most relevant customer segments.

Implications for retail media networks: By extending campaigns to Reddit and Pinterest, Home Depot enables brands to reach shoppers earlier in the consideration phase, not just at checkout, improving their ability to influence decisions and drive measurable outcomes. For RMNs, off-site integrations and refined data tools can be key growth drivers.

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