E-commerce marketing · Industry brief

Ace Hardware's retail media network RedVest Media announced new advertising features including incrementality measurement for off-site campaigns, influencer marketing capabilities through a partnership with Publicis-owned Influential, a DoorDash advertising integration, and weather-triggered programmatic advertising. The network, which launched in October and operates across Ace Hardware's 80 million loyalty members and 5,300 U.S. store locations, also integrated with Pacvue to allow advertisers to manage campaigns alongside Amazon and Walmart retail media networks. According to RedVest Media head Molly Hjelm, the company is prioritizing measurement capabilities and social media expansion as vendors shift marketing spend nationally toward creator-led content and off-site channels.

Circana and DoorDash announced a partnership providing third-party validation of DoorDash's retail media advertising measurement capabilities for consumer packaged goods brands. The collaboration addresses standardized measurement needs in the growing retail media sector by enabling advertisers on DoorDash's Sponsored Products and Sponsored Brands to connect media exposure to actual purchase behavior across retail channels. Early measurement data showed that 76% of measured brand buyers purchased in-store only, 13% on DoorDash only, and 11% across both channels, with 56% of DoorDash purchasers buying exclusively through the platform, demonstrating incremental reach to new shoppers. A beverage company case study found $0.59 in incremental sales per household through DoorDash, triple the Circana Beverage Benchmark.