How Yahoo and Lowe’s One Roof Media Network are working together to build great media experiences

The home improvement movement gained significant traction during the pandemic, and the enthusiasm for making every home a dream home shows no signs of stopping.* To better serve its 20 million customers ready to revamp their living spaces, leading home improvement retailer Lowe’s has joined Yahoo in a new, multi-year partnership to power omnichannel media experiences. 

We’ve partnered with the Lowe’s One Roof Media Network (LORMN) as the primary demand-side platform (DSP) powering its off-site media business (i.e., all inventory outside of Lowes.com and the Lowe’s app). The Lowe’s One Roof Media Network provides an extensive portfolio of omnichannel advertising services designed to put brands at the forefront of the home lifestyle movement. LORMN is the latest partner to leverage Yahoo Member Connect – a new solution suite built to power media networks for brands. We will also integrate our DSP and sustainable identity solution, Yahoo ConnectID, with Lowe’s One Roof Media Network. 

Our relationship opens new opportunities for retail brands to meaningfully connect with consumers through personalized, omnichannel experiences beyond Lowe’s owned and operated platforms. It also enables in-depth campaign measurement and sales attribution.  

“This partnership showcases the value of our unified ad tech stack, first-party data and identity investments in powering media networks for leading brands in retail and beyond,” according to Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. 

Yahoo ConnectID draws on data from millions of opted-in users across our global portfolio of O&O media properties to deliver better audience matching. With Yahoo ConnectID in our toolbox, Yahoo Member Connect enables Lowe’s One Roof Media Network to creatively design and deliver custom targeting approaches that work best for its partner brands. 

“Our Yahoo partnership is emblematic of the 360 partnerships we are intentionally developing at Lowe’s One Roof Media Network,” said Abi Subramanian, Vice President and General Manager, Lowe’s One Roof Media Network. “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.” And that’s the kind of home improvement we can all get behind.

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*McKinsey & Company, 2022. “How US consumers are feeling, shopping, and spending—and what it means for companies.” McKinsey.com.