Vantage, the orchestration layer for retail and commerce media, has announced that its comprehensive retail media platform, previously in limited release, is now available to all retailers aiming to strengthen their retail media operations. This platform empowers retail partners to tap into high-margin revenue opportunities and accelerate growth in the rapidly evolving media landscape.
Serving as the orchestration layer, Vantage unifies teams across retail organizations, simplifies workflows, and integrates disparate technology systems. By tackling longstanding challenges within the retail media sector, the platform allows retailers to scale their operations efficiently while optimizing media performance. Vantage also equips brand and retail teams with real-time sales and market insights, facilitating better decision-making across various marketing channels, including on-site, offsite, and in-store initiatives.
“Retail media is not just the latest trend; it presents a significant opportunity to transform the relationship between retailers and their vendor partners. Leading retailers today are adopting a data-driven business model,” stated Aran Hamilton, CEO of Vantage. “Vantage helps retailers launch and expand their retail media networks to their full potential. This is not merely a technological solution; it’s an orchestration layer that integrates often disjointed teams and technologies.”
Powering Orange Access
Vantage is instrumental in launching Orange Access, the new analytics, insight, and advertising platform for The Home Depot’s retail media network, Orange Apron Media. The Vantage platform enables advertisers and Orange Apron Media associates to efficiently plan, activate, and optimize campaigns through a single, user-friendly interface. With its advanced insights and real-time reporting capabilities, Orange Access streamlines campaign management and provides crucial business intelligence, enhancing the overall ad buying and optimization process.
“Partnering with Vantage has made us the first in the industry to consolidate all our teams’ efforts into one platform,” said Melanie Babcock, Vice President of Orange Apron Media and Monetization at The Home Depot. “With Vantage’s assistance, we have re-envisioned our tech stack and integrated all our tools. Vantage empowers The Home Depot to scale our retail media business, meet advertiser expectations, excel in our media operations, and achieve significant results.”
Strategic Leadership and Industry Presence
In a strategic effort to further its growth, Vantage has appointed retail media veteran Drew Cashmore as Head of Strategy, adding valuable expertise to the team and solidifying its position in the retail media industry.
Vantage will also participate in this year’s Advertising Week, engaging in a panel discussion titled “Unlocking Best-in-Class Service, Scale, & Experience in Retail Media.” Hamilton will join Babcock and Andreas Reiffen of Pentaleap to explore how innovative partnerships are transforming the retail media landscape. The panel is scheduled for Monday, October 7, at 4:10 PM ET at the Insights Stage.
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