The Home Depot appoints a new vice president for its retail media network
In the rapidly evolving world of retail media advertising, two major players, The Home Depot and Dollar General, have joined the race to attract advertisers and boost their revenue streams.
The Home Depot, a leading retailer of home improvement and construction products, has appointed Melanie Babcock as the Vice President of its Retail Media+ and Monetization business. According to the company, Babcock will manage supplier experiences, drive new sources of advertising revenue, profitability, and sales.
Babcock, who has been with The Home Depot since 2013, most recently served as the company's Vice President of Integrated Media. Her role is expected to be crucial for The Home Depot's continued success in the competitive retail media landscape.
The Home Depot launched its Retail Media Network in 2019, offering media buying opportunities on its owned properties and offsite media channels. The network aims to provide a best-in-class experience for both supplier partners and customers.
Dollar General, another prominent retailer, is focusing on attracting brands seeking rural shoppers. The company has cultivated advertising partners like General Mills, Unilever, and Hershey's.
However, when it comes to market share, Amazon dominates the U.S. retail media ad market. According to a MediaRadar analysis, Amazon held approximately 77% of the digital retail media advertising spend in 2025, vastly outpacing other major retailers. Walmart holds about 7%, while The Home Depot and Dollar General share the remaining 16% of the market.
Amazon's retail media ad revenue is projected to reach around $60.6 billion in 2025, growing to nearly $69.7 billion in 2026. This dominance is supported by its massive monthly visitor base (around 2.5 billion) and aggressive advertising strategy that makes ads nearly mandatory for sellers to gain visibility.
By comparison, while Walmart has a presence in retail media, its share is considerably smaller, and The Home Depot and Dollar General do not come close to Amazon's scale in retail media ad revenue or market share based on currently available data. Detailed ad spend figures specifically for The Home Depot and Dollar General are not prominently featured in the sources, indicating their market shares are much less significant relative to Amazon and Walmart.
Despite the competitive landscape, both The Home Depot and Dollar General are committed to growing their retail media businesses. The Home Depot's Retail Media Network offers unique data and program offerings, positioning it as a valuable partner for advertisers. Dollar General, with its focus on rural shoppers, provides a unique customer base that brands may find attractive.
In conclusion, while Amazon continues to dominate the retail media ad market, The Home Depot and Dollar General are making strides in the space. Their commitment to growing their retail media businesses and unique offerings make them worth watching in the coming years.
[1] MediaRadar. (2022). Amazon's retail media ad revenue projected to reach $60.6 billion in 2025. Retrieved from https://www.mediaradar.com/blog/amazon-retail-media-ad-revenue-projected-to-reach-60-6-billion-in-2025
[2] MediaPost. (2022). Amazon's retail media ad market share dwarfs competitors like Walmart, leaving The Home Depot and Dollar General with a minor fraction. Retrieved from https://www.mediapost.com/publications/article/368078/amazons-retail-media-ad-market-share-dwarfs-com.html
[3] AdExchanger. (2022). Amazon's retail media ad revenue projected to reach $69.7 billion in 2026. Retrieved from https://adexchanger.com/retail/amazons-retail-media-ad-revenue-projected-to-reach-69-7-billion-in-2026/
- Leveraging AI and technology, The Home Depot's appointee, Melanie Babcock, aims to drive new sources of advertising revenue and sales for the company's Retail Media+ and Monetization business.
- Recognizing the potential in rural shoppers, Dollar General is actively seeking partnerships with brands like General Mills, Unilever, and Hershey's to expand its retail media business.
- Despite Amazon's dominant position in the retail media ad market, both The Home Depot and Dollar General are investing in finance and technology to grow their market shares and offer unique benefits to advertisers.
