The Home Depot joins other retailers, including Walmart and Dollar General, in developing advertising businesses in-house. While Dollar General cultivated advertising partners like General Mills, Unilever and Hershey’s, the retailer aims to attract brands seeking rural shoppers. Separating its ad revenue for the first time, Walmart reported in its 2022 Q4 earnings report that its ad business generated $2.1 billion in revenue.
But as The Home Depot and other retailers carve out share in the ad market, Amazon remains a leader in the space. The e-commerce behemoth has more than a third (37%) of the market share in the retail media ad market, according to a MediaRadar analysis released in March.
