In this episode of Commerce Media Matters, Nick and Paul sit down with Kelly Wearmouth, a leader in the world of adtech and retail media. Her career has taken her from working with global brands like Unilever and Microsoft to helping shape Amazon’s advertising business. Now, as Managing Director at Mars United Commerce, she’s driving connected commerce and helping brands rethink how they reach consumers. Kelly shares her journey through adtech, insights on the evolving commerce media landscape, and strategies for brands to stay ahead.

What you’ll learn from this episode:

• Convergence from opposite ends: Traditional retailers are evolving in-store screens into broader digital capabilities, while digital-first retailers are expanding into physical environments, merging into one connected ecosystem.
• Friction is the silent killer: Removing every click, step, and barrier from sampling, browsing, and checkout can turn moments of inspiration into measurable momentum.
• B2B can be commerce-creative, too: Distributor networks and trade enablement demand new thinking, new training, and new activation layers beyond traditional media.
• Sensory overload: Too much in-store media risks overwhelming shoppers, and why retailers will need to curate their environments as inventory grows.
• Connected creative is a work in progress: The industry is still learning how to pull creative consistently across every touchpoint — and to bring contextual relevance to retailer data beyond ROAS.
• Consolidation is inevitable: As retail media networks fragment, shared infrastructure and marketplace partnerships will streamline access, measurement, and scale.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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