By Stephenie Cattonar, Senior Director, Strategy, Product & Analytics
Orange Apron Media (OAM) is expanding how advertisers connect with The Home Depot’s high-intent customers through a new beta partnership with Pinterest Media Network Connect. As the first home improvement retailer to participate, Orange Apron Media is bringing more than 20 first-party audiences to the platform, set to launch later this summer—each rooted in uniquely rich, purchase-driven customer insights.
What sets this offering apart is the depth and specificity of The Home Depot’s data. Built from billions of annual store and site visits and over a billion transactions, these audiences capture not just who customers are, but what they’re actively planning and buying—across projects, seasons, and life moments. From DIY renovators and new homeowners to professional contractors and outdoor project planners, these segments reflect real, high-value intent that extends well beyond typical interest-based targeting.
Through this partnership, non-endemic advertisers—brands that are not traditionally home improvement related —can tap into these signals to reach consumers at critical decision-making moments.
Key Details:
- First-to-Market: The Home Depot is the inaugural home improvement partner in the Pinterest Media Network Connect.
- Non-Endemic Expansion: Advertisers outside of the home improvement category can now leverage Orange Apron Media’s first-party data for Pinterest campaigns.
- Intent-Based Targeting: Bridges the gap between Pinterest discovery and The Home Depot’s verified shopper behavior.
Extending First‑Party Data into New Environments
What sets this partnership apart is its role as the first social media platform to offer non‑endemic advertisers’ access to The Home Depot’s data. Pinterest’s inspiration‑driven environment aligns naturally with how home improvement shoppers think about home projects, helping brands reach customers earlier in the planning process while maintaining a clear line of sight to performance.
The Evolution of Non‑Endemic Access
From the beginning, OAM has given endemic suppliers access to first‑party audience data. Over time, that access has expanded as OAM recognized the value of helping both endemic and non‑endemic brands play a role in the broader home improvement journey.
Today, non‑endemic advertisers can independently manage Pinterest campaigns using The Home Depot audiences or work directly with OAM on co‑branded opportunities. These collaborative efforts—often referred to as the “Orange Halo Effect”—have delivered meaningful results, including a significant lift in brand ad recall.
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