Qual é a vantagem do Retail Media que permite medir o ROAS com precisão?

Closed-loop attribution is the correct answer because it directly connects ad exposure to the final transaction within the same platform. Retail Media, particularly platforms like Mercado Ads, captures both ad view data and actual conversion (sale) data. This allows for precise tracking of every invested dollar and its direct return on sales, enabling accurate ROAS measurement. Unlike other digital channels where the user journey is fragmented across different sites and devices, the integrated nature of Retail Media eliminates reliance on third-party cookies or external attribution models that can lose crucial consumer journey information. Last-click attribution models are too simplistic, brand surveys are qualitative and not directly tied to sales, and third-party cookies are becoming obsolete and less reliable for precise measurement.