Mastering Closed-Loop In-Store Retail Media Attribution: The Key to Measuring Real Impact

Retail media is booming, yet one of its biggest challenges remains largely unsolved: proving real, measurable impact. As highlighted in a recent Forbes article by Kiri Masters, the industry is grappling with how to move beyond basic sales lift metrics and truly quantify retail media’s effect on shopper behavior. Brands and retailers alike are asking the same questions: Did my campaign drive real engagement? Did it change shopper behavior?

At Mediar Solutions, we believe the answer lies in closed-loop attribution—a data-driven approach that connects in-store retail media campaigns to actual shopper behaviors. With over 100 million shoppers analyzed across top brands and retailers, we’ve uncovered insights that can redefine how retail media effectiveness is measured.

Here are three key takeaways for brands and retailers looking to master in-store retail media attribution:

1. Sales Lift Alone Isn’t Enough—It’s Time to Measure Shopper Behavior

Sales lift has long been the go-to metric, but it only tells part of the story. A campaign may drive incremental sales, but was that due to a shift in shopper behavior or external factors? Understanding how shoppers interact with media placements inside stores is critical.

Key Tip: Layering behavioral data—such as dwell time, engagement with specific displays, and conversion funnels—on top of sales lift allows brands to see why and how a campaign worked, not just if it worked. Mediar’s closed-loop attribution does exactly that by linking real-time shopper data with media performance.

2. Retailers Need Standardized Attribution Metrics Across Channels

One of the biggest hurdles for brands investing in retail media is the lack of cross-retailer standardization. Every retailer has its own methodology, making it nearly impossible to compare performance across campaigns.

Key Tip: A standardized attribution framework helps brands compare effectiveness across multiple retailers. Mediar is developing proprietary shopper-based attribution metrics that allow for cross-retailer benchmarking—helping brands allocate budgets where they truly drive the most impact.

3. Attribution Should Connect Media Exposure to In-Store Actions

Many brands struggle to link retail media exposure directly to in-store actions. Knowing if a shopper saw an ad is useful, but understanding what they did next is what truly matters.

Tip: By mapping in-store behavior—such as whether shoppers visited a specific aisle, interacted with a promoted product, or made an unplanned purchase—brands can create a clearer picture of retail media’s real influence. Mediar’s closed-loop attribution tracks these critical interactions, helping brands optimize future campaigns with actionable insights.