Ace Hardware expands retail media network with influencer and weather-based targeting

Ace Hardware announced an expansion of its retail media network, RedVest Media, at an upfront advertising event last week. Just over a year into its operation, the platform will now offer advertisers tools for managing influencer collaborations, weather-triggered ad targeting, and integration with delivery platform DoorDash.

This move reflects a broader trend taking hold across retail media. Amazon, Walmart, and Target have built advertising platforms around their customer data and first-party insights, creating new revenue streams independent of product sales. Ace Hardware's expansion of RedVest Media suggests smaller and mid-sized retailers see opportunity in this space and are seeking to monetize their own customer relationships while capturing ad budgets from consumer brands.

The influencer integration aligns with the growing importance of social commerce, where creators drive purchasing decisions. The DoorDash connection bridges online and offline retail, particularly relevant for home improvement categories. Weather-based targeting enables brands selling seasonal products—such as tools, garden supplies, and winter goods—to optimize their spend based on conditions.

For brands advertising through Ace, these new tools could improve campaign precision and return on ad spend. Marketers seeking localized and context-aware targeting have more granular options now. The enhancements underscore how retail media networks are becoming increasingly data-driven and sophisticated, allowing independent retailers to compete with major platforms on advertising capabilities and advertiser choice.