Ace Hardware retail media adds weather triggers and a DoorDash tie-in

Ace Hardware’s RedVest Media unveiled weather-triggered programmatic ads, a new incrementality metric and a partnership with DoorDash at its 2027 upfront event, according to Digiday. The moves push the year-old retail media network into features that Amazon Ads and Walmart Connect already offer.

Weather triggers push ads when rain or heat hits stores

Digiday and Modern Retail wrote on 3 September that RedVest can now switch programmatic creative when local weather changes. A rainy weekend in Ohio can pull umbrellas and sump pumps up in the auction, while a heatwave in Texas can push fans and coolers. The system runs off the Ace Hardware app’s location data.

RedVest adds an incrementality metric to prove sales lift

Chain Store Age reported that Ace also added a first-party incrementality dashboard. Brands can now see the lift that RedVest ads add on top of their own baseline, rather than just clicks and views. The move follows a wider push to prove that retail media dollars produce sales — the same problem the industry chased with the AdSense viewability change last week.

DoorDash tie-in brings same-day ads outside Ace’s site

Retail Touch Points wrote that RedVest also added social amplification, influencer marketing and a partnership with DoorDash, which lists Ace inventory for same-day delivery. That gives Ace a channel to place ads next to third-party delivery searches, next to the Simon Property mall media network and other stretches of retail media outside the big two.