As part of the launch, which signals a new investment, Expedia debuted new capabilities allowing advertisers to target the company’s audiences on connected TV, social platforms, and across the open web. Expedia hopes that will draw more advertisers that don’t sell bookings or experiences via the travel company’s website.
As senior vice president of media solutions at Expedia, Rob Torres leads the company’s ad business, which accounted for $145 million in revenue in the first quarter of 2024, up from $99 million in Q1 of 2023. Growth continued in Q2 at a rate of 28% year over year.
GoPuff
Executive: Daniel Folkman, svp of business
GoPuff’s goal is to become the “fabric of instant commerce,” according to its senior vice president of business, Daniel Folkman.
With a network of micro-fulfillment centers across the country, GoPuff’s app and website allow people to get anything—snacks, sodas, alcohol, over-the-counter medicine, diapers, pregnancy tests, and cigarettes, for example—delivered to their doorstep in 15 minutes. GoPuff was founded in 2013.
GoPuff made a big investment to bring its ad business in-house this year and now owns the tech behind its sponsored product ads, behavioral and contextual targeting capabilities, in-app display, and post-order checkout ads.
Advertisers can also target GoPuff audiences offsite, and participate in what the company calls instant sampling. Instant sampling allows brands to give away a product with someone’s order. However, because the platform owns the data on that person’s purchase history, GoPuff can track whether the sample results in repeat purchases. Brands can also work with GoPuff to test new packaging or flavors via instant sampling.
Home Depot
Executive: Melanie Babcock, vp of Orange Apron Media and monetization
Home Depot debuted its retail media network, initially called Retail Media+, in 2018. In March, the company doubled down on its ad business, rebranding to Orange Apron Media, and hosted its first in-person retail media marketing summit.