Ace Hardware's RedVest Media Expands Retail Media Offerings With DoorDash, Influencer and Weather-Targeting Tools

RedVest Media, the retail media arm of Ace Hardware, announced a new set of advertising tools at an upfront event last week. The rollout comes just under a year after the network first launched.

The new features include incrementality measurement for off-site media, social amplification and influencer marketing capabilities, an advertising partnership with DoorDash, and weather-triggered programmatic advertising. Most of these options are available to advertisers now.

RedVest Media is also developing an audience library, which will allow brands to target different customer segments, with the buildout continuing through next year. The network is powered by Ace Hardware's loyalty base of more than 80 million members, more than 5,300 stores across the U.S. and about 9,000 stores globally.

Molly Hjelm, corporate vice president and head of RedVest Media, said the company is "expanding with intention." Hjelm noted that Ace Hardware is more focused on growing national brands than retailers that also juggle third-party marketplaces or larger private-label programs, neither of which Ace operates. "It can feel like in retail media, everybody's racing to make big announcements," she added.