Jennifer Bryce Named EVP of Strategic Commerce Media Accounts at dentsu

Jennifer Bryce has taken on the role of EVP of Strategic Commerce Media Accounts at dentsu, expanding her leadership responsibilities across the agency group’s commerce media operations.

The appointment comes as commerce media continues to become a larger part of the advertising and marketing technology ecosystem. Retailers, marketplaces, and commerce platforms are increasingly using first-party customer and transaction data to develop media businesses, while brands are looking for more measurable ways to connect advertising with consumer purchasing behavior.

Commerce media is also changing the responsibilities of agencies. Managing these programs can involve retail media networks, marketplaces, data partnerships, audience activation, measurement, and optimization across multiple platforms. This requires closer coordination between media strategy, technology, analytics, and client teams.

Bryce’s expanded role comes at a time when advertisers are placing greater emphasis on connecting media investment with commercial outcomes. Rather than viewing media purely through traditional metrics such as impressions and reach, brands are increasingly interested in how campaigns influence consideration, conversion, and sales.

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Artificial intelligence is adding another dimension to commerce media. Marketers and platforms are increasingly exploring AI for audience segmentation, campaign optimization, forecasting, personalization, product recommendations, and creative development. At the same time, questions around data quality, privacy, governance, and measurement remain important as more customer information is used across marketing systems.

First-party data is particularly significant in this environment. As the digital advertising industry moves away from some traditional identifiers, commerce platforms have access to valuable purchase and behavioral signals. This is creating new opportunities for brands while also making data integration and measurement more important.

For the wider MarTech and AdTech industries, the growth of commerce media represents a convergence of advertising, customer data, technology, and transactions. Agencies increasingly need to understand not only where consumers see advertising, but also how media connects with the broader path to purchase.

Bryce’s appointment reflects the growing strategic importance of commerce media within the agency landscape. As brands continue to invest in retail and commerce ecosystems, leadership roles focused specifically on these areas are becoming increasingly important.

The move also comes as the boundaries between media, marketing technology, and commerce continue to narrow, creating new responsibilities for agencies and marketers managing increasingly connected customer journeys.