Yahoo Partners with Lowe’s to Power Off-Site Media Experiences for Advertisers

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Today Yahoo announced that it has partnered with Lowe’s to power off-site media experiences for Lowe’s roster of brand advertisers. The deal positions Yahoo as the technology backbone for Lowe’s One Roof Media Network, enabling all off-site media buying and ad inventory not on or the Lowe’s mobile app. It also further cements Yahoo’s position as a key player in retail media technology, while Lowe’s continues to build momentum for its own digital ad offering.

This isn’t the first partnership of its kind for Yahoo. The company has worked with Marriott and Target on their own media networks, and it’s continuing to push into the retail media space. Retail media is one of the hottest trends in digital advertising this year, as more brands look to build one-on-one connections with shoppers as third-party data is drying up. 

Integrating Yahoo’s demand-side platform and its sustainable identity solution, Yahoo ConnectID, with Lowe’s One Roof Media Network should open new opportunities for brands to connect with consumers through personalized, omnichannel experiences. Yahoo ConnectID is built on more than 240 million unique user profiles, with exclusive data signals like purchase receipts to augment partner identity graphs.

Yahoo is also leaning heavily on its Yahoo Member Connect solution, a purpose-built tool designed to power media networks and off-site media business, including digital out-of-home (DOOH) and additional third-party supply available through the Yahoo Exchange.

“Lowe’s’ deep understanding of the home lifestyle customer and real-time trends makes the Lowe’s One Roof Media Network especially unique and a powerful partner for top brands,” says Yahoo CRO Elizabeth Herbst-Brady. “Lowe’s also provides another great showcase for our Yahoo Member Connect media network offering, which supports all types of businesses looking to build and scale their own media networks.”

Yahoo Member Connect enables brands to monetize data and media assets, engage with customers at scale, offer rich ad experiences, and measure the impact of those interactions with in-flight sales analysis. Unlike competing solutions, Yahoo Member Connect allows businesses to build customer connections via a full-stack offering in audience reach, data and identity, and closed-loop measurement — one of a number of differentiating factors that Herbst-Brady says Yahoo is actively working to highlight.

“First and foremost, we are a publisher that knows how to monetize and operationalize first-party data for advertising while being mindful of the consumer experience. That’s key as media networks are basically brands becoming publishers. That deep expertise makes us unlike any other technology player in this market. We know what it takes to become a media property,” Herbst-Brady says. “Yahoo Member Connect can help improve the performance of virtually any business category.”

Herbst-Brady says today’s partnership is just one of many steps Yahoo is making in the media network space. The company is continuing to make significant investments when it comes to powering media networks for brands, both inside and outside of traditional retail.

“Media networks use robust first-party data and trusted brand partnerships to deliver innovative advertising experiences that benefit both retail brands and consumers,” Herbst-Brady says. “Brands can ultimately increase sales and build brand equity simultaneously by delivering messages at the right time, in the right place, to the right consumers and close the loop with measurement. That’s a huge opportunity.”

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.