Yahoo announced on Thursday that it has been named the technology backbone for powering off-site media buying for Lowe’s media network, while also revealing the launch of “Yahoo Member Connect,” its technology solution for helping retailers and brands build out their media networks. 

Lowe’s One Roof Media Network originally launched in October 2021 as a retail media service providing omnichannel advertising services to home and lifestyle brands. Now, the network is integrated with Yahoo’s demand-side platform (DSP) and its sustainable identity solution (Yahoo ConnectID).

The partnership also includes a new suite of solutions called Yahoo Member Connect, which features digital out-of-home (DOOH) and additional third-party supply available through the Yahoo Exchange. 

Yahoo said in a recent statement that the partnership is intended to open new opportunities for retail brands to connect with consumers through personalized, omnichannel experiences beyond Lowe’s owned-and-operated platforms, as well as the ability to drive in-depth campaign measurement and sales attribution.

Yahoo has been working to establish itself as a key player in retail media technology.

In May, the company partnered with Marriott to power its “Travel Media Network.” Prior to that, Yahoo partnered with Target in a deal that allows Yahoo to attribute Target’s digital ad business (Roundel) ad impressions to Target store sales on a daily cycle. 

The first brands seeking to benefit from this partnership include Delta, a top creator of residential and commercial faucets and other products for kitchens and bathrooms, as well as GE Appliances, a Haier company; GE Lighting, a Savant company; and Electrolux.