One of advertising’s biggest growth stories of 2022 was the rise of retail media—and that trend is showing no signs of slowing down as marketers explore new ways to scale their businesses amid a challenging economic backdrop.
Today, Lowe’s announced it will be bringing the advertising sales and operations departments of its One Roof Media Network in-house, effective Jan. 31. The announcement signifies the dissolution of the partnership with CitrusAd, the Epsilon-owned platform that, along with ad tech platform Criteo, helped the Mooresville, N.C.-based home improvement chain first launch its media network in 2021.
“We saw this opportunity at the end of the year to bring this in-house and own the experience and make this all seamless for our brands,” said Abi Subramanian, VP and general manager of Lowe’s One Roof Media Network, who joined Lowe’s one year ago after working at Sam’s Club. He noted that CitrusAd’s role had been executing media programs and plans for brands, as well as the campaign performance. CitrusAd also served as a technology platform powering sponsored products for advertisers. Lowe’s will now handle such business internally. Criteo formerly served a similar function but will now solely serve as a technology platform for Lowe’s, he added.