Lowe's Expands Media Network With Third-Party Measurement and AI Tools

Lowe's Media Network unveiled a series of partnerships and capability expansions designed to strengthen advertiser effectiveness and establish competitive differentiation within the retail media landscape. The company shared these developments with Marketing Dive.

The home improvement chain is extending its media network beyond its own digital properties and offsite inventory to include Roku, DoorDash, Reddit, TikTok and YouTube. These partnerships enable brands to connect with consumers across multiple stages of the purchase decision. Roku, for instance, allows advertisers on Lowe's Media Network to target streaming viewers early in their consideration process.

More and more, what's important in retail media is that we're moving beyond media placements and media metrics and to something that is a full-brand experience for our customers

Elyse Blouin, vice president and general manager of Lowe's Media Network

Since its 2021 launch, Lowe's Media Network has now partnered with consulting firm Ipsos to deliver independent incrementality measurement capabilities. The collaboration includes custom marketing mix modeling and agile attribution services for brand partners, addressing a long-standing demand for rigorous measurement standards in retail media.

Blouin, who previously managed owned media strategy and investment for Lowe's, emphasized the importance of third-party validation. She noted that the media network ranks among the first from a retailer to provide incremental return on ad spend reporting to its largest advertisers. This approach contrasts with measurement practices on platforms like Meta, Google and Amazon, where the platforms themselves often determine campaign performance metrics.

I don't want an advertiser grading their own work and saying, 'Just trust me, our model is great.' I want to make sure that we're leveraging a third party that has credibility in the space

Blouin

Creative Services and Language Model Integration

With U.S. retail media revenue projected by WARC to hit $100 billion next year, Lowe's Media Network is positioning itself as a comprehensive agency partner rather than a standalone media channel. The platform is broadening its creative support across static, video, social-first and in-store formats.

We've heard a lot over the years about how vendors would like to do more with us, but they may not have the creative throughput that's needed in order to activate on some of the channels that we're able to activate, so we've brought creative over into our team in order to meet some of that demand

Blouin

Beyond media partnerships and measurement, Lowe's Media Network is introducing an answer engine optimization product designed to improve advertiser visibility within large language models and AI-powered language processing systems that are reshaping how consumers search for, evaluate and purchase products. The Reddit partnership reflects this strategic focus, given the platform's prominence as a source cited by AI systems.

Through its expanded full-funnel media capabilities, third-party measurement, creative services and AI tools, Lowe's Media Network is strengthening its competitive position across retail media and the broader commerce media sector. The platform now serves both endemic and nonendemic advertisers, leveraging proprietary consumer data as a core advantage.

We have a tremendous amount of data on both homeowners and pro customers, which is unique in our industry. Both of those audiences have very different signals

Blouin