One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.
Post engagement is how we measure its effectiveness at a high level, including shares, which are visible in our reporting. Sharing content with friends via DMs [direct messages] or in an Instagram Story is the most personal way a user can engage with meme content. It’s like an endorsement directly from that user. Reposts by top meme accounts are also indicative of funny, relatable content.