Why Sensors Fall Short for Closed-Loop Attribution in Retail

Why Sensors Fall Short for Closed-Loop Attribution in Retail

In the race to monetize in-store media, many retailers are turning to sensors and screen tracking technologies to prove performance. But while sensors may offer a glimpse into exposure, they fall short where it matters most: closed-loop attribution—the ability to connect ad exposure directly to shopper behavior and actual purchase.

The Illusion of Insight: What Sensors Can and Can’t Do

Sensors can track screen traffic, count impressions, and estimate Likelihood-To-See (LTS) metrics. These align with some basic IAB exposure definitions, such as Opportunity to See (OTS) and Viewable Impressions, but they stop short of the real goal: proving impact.

These technologies rely on assumptions, not proof. They can tell you how many people may have seen an ad, but not whether those people bought the product as a result.

Why Closed-Loop Attribution Requires More Than a Sensor

While IAB metrics like Store Flow, Venue Traffic, Screen Traffic, and LTS provide a valuable foundation, they are just the starting point. To close the loop, retailers must go beyond exposure and into engagement, conversion, and attribution.

Here’s what sensors typically capture:

• Screen Traffic: Shoppers who walked by a screen
• Ad Impressions: Potential exposure moments
• LTS: Shoppers likely to have seen the ad

But they don’t capture:

• Store Flow & Venue Traffic: How shoppers move through the store
• Dwell Time & Engagement: Whether shoppers paused or interacted
• Conversion: Who actually purchased
• Attribution: Whether the purchase was driven by the ad

Without these layers, there’s no “loop” to close—and no way to confidently say a campaign worked.

The Mediar Difference: Attribution with Depth

Mediar ’s AI platform is purpose-built for retail environments. We layer IAB-aligned exposure metrics with behavioral analytics and POS integration to deliver closed-loop attribution at scale.

With Mediar, retailers get:

• Conversion Funnels: From impression to purchase
• Heatmaps & Engagement Zones: To optimize placement and creative
• Performance Over Time: To track campaign lift by banner, store, or format
• Cross-Format Measurement: Unified analytics across screens, endcaps, and signage
• GDPR-Compliant Data Practices: Built for trust and transparency

Because we use existing CCTV and sales systems, it’s a fraction of the cost of hardware-based alternatives—and far more complete.

Why It Matters

Brands and agencies don’t think in formats—they think in outcomes. Whether it’s a screen, shelf, or endcap, what they want is the same: proof that in-store media performs.

IAB laid the groundwork. Mediar takes it further—delivering the kind of validated, campaign-level insights that unlock real spend from both retail media and trade promotion budgets.

Sensors stop at impressions. Mediar connects them to sales.