The Home Depot recently hosted its second annual InFronts event in Atlanta, unveiling significant advancements in its retail media network Orange Apron Media. This year’s conference introduced the concept of Return on Marketing Objectives (ROMO), aiming to provide advertisers with a more comprehensive framework for evaluating campaign effectiveness beyond traditional Return on Ad Spend (ROAS).
Key Highlights from InFronts 2025
- Introduction of ROMO: Zach Darkow, Senior Director of Marketing Measurement at The Home Depot, introduced ROMO as a metric encompassing various marketing goals, including brand awareness, customer engagement and market share growth. This approach seeks to align marketing efforts with long-term business objectives, offering a holistic view of campaign impact.
- Enhancements to Orange Apron Media: Building upon the rebranding from Retail Media+ to Orange Apron Media in 2024, The Home Depot has expanded its services to include a unified on-site and off-site platform, a data clean room solution and partnerships with media entities such as Telemundo Univision. These developments aim to simplify campaign management and broaden audience reach for advertisers.
- Launch of the New Orange Apron Media Website: Coinciding with InFronts 2025, The Home Depot unveiled a dedicated website for Orange Apron Media that was designed and developed by Porchlight in partnership with our friends at Trade School. This new digital platform empowers advertisers with streamlined access to campaign resources, media kits, retail insights, and tools for planning and optimizing within The Home Depot ecosystem. The site reflects the sophistication and boldness of the Orange Apron Media brand, helping advertisers navigate the network’s full-funnel retail media offerings with clarity and confidence.
The InFronts 2025 event underscores The Home Depot’s commitment to innovation in the retail media landscape, offering advertisers enhanced tools and metrics to achieve their marketing objectives effectively.
