The new partnership is just the latest example of the maturation of the retail media model, which until recently has been dominated by fairly basic website-based offerings such as sponsored search, display ads and promoted listings. The true power of retail media comes in connecting retail data with other channels though, including stores and third-party platforms like social media and connected TV. This is exactly what Lowe’s new partnership with Yahoo will enable. Other retailers that have made similar moves to bring their retail media offerings to third-party platforms include Walmart and Kroger.
Through the partnership, Yahoo has integrated its demand-side platform (DSP) and its sustainable identity solution (Yahoo ConnectID) with Lowe’s One Roof Media Network. Yahoo Member Connect, a new suite of solutions purpose-built to power media networks for brands, is also powering off-site media business for Lowe’s One Roof Media Network, which will include digital out-of-home (DOOH) and additional third-party supply available through the Yahoo Exchange.
“Our Yahoo partnership is emblematic of the partnerships we are intentionally developing at Lowe’s One Roof Media Network,” said Abi Subramanian, VP and General Manager of Lowe’s One Roof Media Network in a statement. “It fosters unforgettable audience experiences without limits, giving the brands we serve exactly what they need to inspire and engage with their audiences at every stage of their path to purchase.”
The move opens up new opportunities for brands to connect with Lowe’s customers beyond the retailer’s owned and operated platforms, as well as the ability to drive in-depth campaign measurement and sales attribution. Bathroom brand Delta, GE Appliances, GE Lighting and Electrolux are among the first brands to benefit from the new partnership.
“As content consumption and digital purchase behavior evolves, we’re always working to engage our consumers, command attention, drive relevance and increase overall sales,” said Rachel Bennett, Omnichannel Retail Marketing Director at Delta in a statement. “Working with Yahoo and Lowe’s One Roof Media Network gives us access to a comprehensive set of tools that takes our campaigns and audience engagement further.”