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Lowe’s enters retail media fray as home improvement continues to engage shoppers

October 13, 2021


Lowe’s is making a more formal push into the crowded retail media space with the reveal of the One Roof Media Network, which is looking to generate traction as brands ramp up their marketing planning for next year. The move recognizes consumers’ evolving relationship to home improvement — the pandemic and flexible remote work policies have provided a boon for the category as people look to spruce up their abodes — but also changing mandates for advertisers as they contend with the death of third-party cookies and other key identifiers.

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