¿Qué ventaja de Retail Media permite medir el ROAS con precisión?

Closed-loop attribution is correct because it directly connects ad exposure to the final transaction within the same retail media ecosystem. This allows for precise measurement of Return on Ad Spend (ROAS) by linking ad clicks or views to actual purchases using real transactional data. Unlike other digital channels that rely on third-party cookies or estimations, closed-loop attribution provides complete traceability of the consumer journey, eliminating information gaps. This enables advertisers to accurately determine the revenue generated for every dollar spent, facilitating budget optimization based on verifiable sales results rather than vanity metrics. Last-click attribution models are too simplistic, brand surveys provide qualitative data, and third-party cookies are becoming obsolete and less precise for direct attribution.