What does true closed-loop attribution look like for in-store retail media?

As retail media expands into physical stores, measuring whether an ad was displayed is only the beginning. Retailers and brands increasingly need to understand what happened after exposure: where shoppers went, what they engaged with, whether they purchased, and how those signals can inform future campaigns.

In the True Closed-Loop Attribution for In-Store Retail Media Playbook, Dragonfruit AI explores how retailers can connect verified media exposure, shopper behavior, purchase outcomes, and omnichannel activation into a more complete measurement framework.

The playbook covers the evolution from verified impressions to journey-level measurement; how existing retail data, camera infrastructure, and behavioral metadata can work together; how shopper journeys can be measured without facial recognition or personally identifiable information; and how physical-store behaviors can become measurable intent signals similar to those used in e-commerce.

You'll also learn how in-store insights can support campaign optimization, cross-channel activation, and more accurate online-to-offline attribution — helping retailers connect what shoppers saw, did, and bought across the physical and digital journey.

Click here to read the full playbook