Residence Depot isn’t the one marketer investing in its personal media enterprise. Earlier this yr, CVS debuted its personal digital community for advertisers. It’s a growing trend for corporations which are recognizing the worth of their very own buyer information—how such perception can additional their very own manufacturers in addition to these of the manufacturers they promote. Together with Residence Depot and CVS, entrepreneurs together with Goal, which calls its media community Roundel, TripAdvisor, Walmart, Kroger and Greatest Purchase all have such choices.

Residence Depot has additionally been testing a self-serve package for smaller distributors to make use of Retail Media+, in accordance ot Melanine Babcock, VP of built-in media on the Atlanta, Georgia-based firm. Subsequent yr, Residence Depot plans to broaden this system past its personal distributors to advertisers that don’t promote at Residence Depot. Babcock famous potential curiosity from banks, for instance, who may need to promote to prospects in want of financing for residence initiatives.

“We all know it’s enterprise answer for our distributors and expertise for our prospects,” says Babcock. “We’re increasing to different channels and different companions to take this off-site program to scale.”

The corporate has invested in Retail Media+ with dozens of hires this yr, says Villagomez, noting development in Residence Depot’s media, expertise and inventive groups.

Such hires come because the retailer continues to flourish throughout the coronavirus pandemic as shoppers pursue residence enchancment initiatives. Earlier this yr, Residence Depot reported third-quarter earnings that beat analyst expectations. Income, at $33.5 billion, elevated 23% over final yr. Web earnings rose 24%. On a name with analysts, executives famous buyer demand for outside gardening objects, in addition to objects like a 12-foot-tall skeleton that became a Halloween must-have.

On the similar time, Residence Depot is looking for a new creative agency. Earlier this yr, it fired The Richards Group, its company of 25 years, following racist remarks by Founder Stan Richards.