Keri S. Bruce

Keri advises domestic and global companies, nonprofits, and trade organizations across the full lifecycle of advertising and marketing transactions. She drafts and negotiates advertising and media agency agreements; ad tech and programmatic media contracts; talent and celebrity endorsement deals; influencer agreements and programs; production services and vendor agreements; and sponsorship, licensing, and strategic alliance arrangements. She regularly represents clients in high-value endorsement transactions and leads negotiations for leading brands in the luxury, beauty, retail, and consumer goods sectors. Her transactional work encompasses intellectual property and emerging technology issues that arise in advertising and marketing, including copyright, trademark, rights of privacy and publicity, and the use of AI-generated content in campaigns.

Keri has particular depth in the ad tech and digital media ecosystem. She advises clients on the legal and commercial complexities of digital media buying, programmatic advertising, and media supply chain transparency. She also counsels brands, retailers, and platforms on the establishment, launch, and operation of retail media networks and commerce media platforms – helping clients structure these businesses from the ground up, including the underlying advertising, data, and technology agreements. Her ability to connect transactional execution with a working understanding of how media is planned, bought, and measured across channels makes her a distinctive resource for clients navigating an increasingly fragmented media landscape.

Keri’s practice extends to the regulatory and consumer protection dimensions of advertising law. She counsels clients on claim substantiation, false advertising risk, promotional incentives (such as gift cards, rebates, and coupons), as well as commercial co-ventures, charitable sales promotions, loyalty programs, sweepstakes, contests, social media compliance, and the rights of advertisers under collective bargaining agreements with SAG-AFTRA and other performing unions. She provides day-to-day advertising review and clearance guidance, helping marketing and legal teams build compliant campaigns from concept through distribution.

Keri serves as outside counsel to the Association of National Advertisers (ANA), where she has provided legal guidance on landmark industry reports addressing client-agency agreements, media buying, and programmatic media. She advises ANA Aquila LLC, an ANA subsidiary, on its cross-media measurement initiative and counseled on ANA’s programmatic media transparency study. She authored ANA’s Master Media Buying Services Template Agreement, a widely adopted framework for structuring advertiser-agency media buying relationships.

Keri’s clients span industries including beauty, fashion, luxury goods, retail, apparel, consumer packaged goods, restaurants, financial services, media, publishing, automotive, technology, and sports. She is a frequent speaker on advertising and marketing law. Prior to practicing law, Keri worked in the advertising industry on the agency side, gaining experience that informs her understanding of how agencies and advertisers operate.