Lowe’s Retail Media Rebrand Signals Expansion into Full-Stack Ad Ecosystem

THE SIGNAL

The Play

Lowe’s is reintroducing its retail media network under a refreshed banner: One Roof Media Network. But this is not just a logo change. The update marks a larger evolution in how Lowe’s wants to position itself in the growing retail media landscape. According to Marketing Dive, the rebrand comes alongside expanded omnichannel capabilities, an in-house demand-side platform (DSP), and broader inventory offerings across its owned and external media channels.

The new offering aims to give brand partners access to more than 100 million monthly customers, not just through digital shelf placements but across off-site media, in-store experiences, social, and connected TV. With this upgrade, Lowe’s is moving from a retail media "tactic" to a full-funnel advertising ecosystem.

The Context

Lowe’s first launched its retail media network in 2021, joining the wave of big-box retailers turning their first-party data into advertising revenue. What began with sponsored product listings and on-site search ads has evolved quickly. Now, retailers are expected to offer sophisticated solutions: data targeting, full-funnel measurement, and channel-spanning delivery.

In its official announcement, Lowe’s emphasized its goal of becoming a “one-stop-shop” for omnichannel advertising. The company now enables brand partners to run ad campaigns that target customers across mobile, desktop, email, in-store screens, and external programmatic inventory — all powered by Lowe’s rich first-party data.

The company is also leaning into its physical footprint. With over 1,700 stores, Lowe’s can now activate media inside the store environment through digital displays and app integrations, creating opportunities for brands to connect with shoppers at multiple stages of the purchase journey. That physical presence is a unique differentiator in a retail media space often dominated by digital-only performance metrics.

The Takeaway

Lowe’s is signaling that it no longer sees retail media as a side business. With this rebrand and strategic investment in capabilities, One Roof Media Network becomes a core component of its growth and data monetization strategy.

• A Full-Funnel Proposition
  Lowe’s is not limiting media to its ecommerce site. With offerings now spanning connected TV, social, offsite display, and in-store screens, the network supports awareness, consideration, and conversion all under one roof.

• Data as a Competitive Moat
  With more than 100 million monthly customer interactions and 96 percent of transactions tied to identifiable customers, Lowe’s can now offer deterministic targeting at scale. That level of first-party data quality rivals some of the most advanced platforms in the space.

• In-House Infrastructure
  The company has built a proprietary DSP, which gives it more control over targeting, measurement, and attribution. This positions Lowe’s to keep more of the ad spend value chain within its own walls which is a move that mirrors similar strategies from Amazon and Walmart.

• Retailers Becoming Media Networks
  Lowe’s joins a growing class of retailers transforming themselves into media platforms. The bar is no longer basic site ads or sponsored listings. The expectation is omnichannel delivery, advanced data segmentation, and performance analytics that can match what brands expect from traditional digital media buys.

With One Roof Media Network, Lowe’s is no longer just a retail partner. It is positioning itself as a platform. And for brands, that means access to not just shelf space, but attention wherever it happens to be.