Home improvement retailer The Home Depot has launched Orange Apron Media, its revamped retail media network, at the inaugural in-person retail media marketing summit InFronts.

The launching comes before Upfronts season, at a time when Advertiser Perceptions forecasted retail media spending to further grow and represent 23.5 per cent of all US digital advertising.

“Retailers are continuously working to captivate customers at all stages of their shopping journey, and Orange Apron Media is at the forefront of this ever-changing digital advertising landscape, helping brands connect with customers closer to the point of purchase,” said Melanie Babcock, VP of Orange Apron Media and monetization at The Home Depot.

Previously known as Retail Media+, Orange Apron Media generates traction through owned and offsite channels along with digital screen testing in select stores.

The Home Depot operates 2333 retail stores across 50 states.