Bethany Mercer

Bethany Mercer

Head of Retail Media CROUD

Bethany Mercer is the Head of Retail Media at Croud, where she leads the agency's Retail Media Network strategy across full-funnel commerce and marketplace optimisation. Having helped establish Croud's dedicated Retail Media function in 2020, Bethany has been at the forefront of scaling the discipline into a core growth driver for global brands. Over her career, she has spearheaded high-impact commerce strategies for leading names across food & beverage, lifestyle, wellness, and beauty brands - including Nespresso, NEOM Wellbeing, Whyte & Mackay, and Every Man Jack. Known for bridging performance media with complex retail ecosystems, she regularly advises brand leaders on navigating the rapidly evolving retailer landscape and driving measurable commerce growth.

Day 1 | 8th September

3:00 PM Fireside Chat: Beyond the buy button: How can you build brand equity through retail media while accurately measuring incrementality?

Retail media isn't just sponsored search ads. With retailers' first-party data now activatable across premium streaming, audio and Twitch, it's become a precision upper-funnel channel for net-new demand. Yet proving its true, cross-network incrementality remains the industry's hardest problem. This session reframes retail media as a brand-building channel and confronts the measurement gap head-on, drawing on Croud's partnership with Amazon and the real-life experience of advertisers.

  • Why retail media is not just about lower-funnel search ads, but is a powerful brand-building channel — reaching precise audiences on premium streaming, audio, Twitch and beyond with retailers' first-party data
  • Why true incrementality is so hard to prove across walled-garden networks — and how advertisers and agencies can work to overcome this
  • How clean-room modelling via Amazon Marketing Cloud and first-party data integration help to dedupe new-to-brand and reveal each channel's real value 

Check out the incredible speaker line-up to see who will be joining Bethany.

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