Home Depot expands Orange Apron Media with Reddit, Pinterest integrations

Home Depot is pushing its retail media business deeper into the places shoppers already use to plan projects, adding an industry-first self-service Reddit integration and a Pinterest beta that extend Orange Apron Media beyond the aisle and into the earliest stages of buying.

At its third annual InFronts event, the company said Orange Apron Media now uses more than 20 first-party audiences built from billions of annual store and site visits and over a billion transactions. The Reddit launch lets advertisers run campaigns directly through Orange Access, Home Depot’s self-service ad platform, while combining Reddit inventory with Home Depot shopper data. The Pinterest deal goes through Pinterest Media Network Connect and makes Home Depot the first home-improvement retailer in the program, and the first social platform where non-endemic brands can activate using Home Depot first-party data.

Orange Access, which launched on October 3, 2024 and is powered by Vantage, already gives advertisers one place to plan, activate, optimize and report campaigns, with insights dashboards, pacing tools and centralized billing and reconciliation. The new integrations make that system more important to Home Depot’s business priorities. The company is betting that if it can influence shoppers while they are still comparing ideas, products and how-to advice, it can shape what comes next in stores, on the Pro side and through digital pickup and delivery.

For associates and department leads, that means more customers may walk in with a tighter plan and a longer digital paper trail. A customer who has already seen a project idea on Pinterest or debated options on Reddit is not shopping blind. That can change the pace at the service desk, in the aisles and at the Pro desk, where associates often turn vague requests into a cart full of materials. It also puts more pressure on merchandising and inventory to match the projects customers arrive ready to start.

Home Depot’s broader technology push shows the same direction. In March 2026, the company said it already offered more than a dozen AI-powered capabilities, including Magic Apron, Outdoor Assistant, ChatGPT product discovery, Materials List Builder, Blueprint Takeoffs and Big & Bulky Tracking. The message is clear: Home Depot wants to shape the shopping journey before, during and after the store visit.

That strategy sits on top of the company’s scale, about 2,345 stores and more than 780 branches across the United States, Canada and Mexico, with more than 465,000 associates. It also builds on offsite integrations with The Trade Desk and Yahoo for non-endemic advertisers, and on earlier FIFA World Cup 2026 activation plans that opened select supplier participation through Orange Apron Media. The InFronts pitch calls that broader play the Orange Halo Effect, a reminder that retail media is becoming another core growth engine tied directly to store traffic and customer data.