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Home Depot has terminated its agreement with SendTec to provide third-party advertising on HomeDepot.com, according to DM News.
The program was announced in July under previous leadership chairman/CEO Robert Nardelli. When he left the company abruptly last summer, to be followed by Home Depot Direct president Harvey Seegers, a number of changes were implemented within the company. First, Home Depot Direct was integrated into the company’s merchandising division. Shortly thereafter, Home Depot folded two of its catalogs, Paces Trading Company and 10 Crescent Lane.
The company is also considering selling its wholesale supplier business, Hughes Supply, which it acquired during Nardelli’s short tenure with the company.
Via the SendTec agreement, when consumers clicked on the ad they would enter the advertiser’s branded site. The goal was to provide a way for consumers to have access to interactive demos, streaming video and in-depth product content. Home Depot still has third-party auto manufacturer ads on its site, placed by Doubleclick.
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