ADKEEN

Glossary

Closed-Loop Measurement

Measurement connecting advertising exposure to transactions using a retailer's own customer or sales data.

Retail & Commerce MediaPractitionerSource: Industry consensus

Definition

Measurement connecting advertising exposure to transactions using a retailer's own customer or sales data.

Why it matters

This is retail media's core differentiator against open-web advertising — the loop closes on actual purchase data, not a modelled conversion.

Related terms

Retail AudienceAn audience defined using a retailer's customer, transaction or behavioural data.Retail Media NetworkA retailer-operated advertising ecosystem that allows brands to reach shoppers using retailer-owned inventory and data.

Practitioner notes

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