Media-embedded merchandising (MEM) is a form of product placement that enables commercial content (such as a branded prop, product shot or custom segment) to be embedded into, and/or automatically identified and tagged within, a rich-media element (usually a linear video program, but games and virtual worlds are also possible). This is done in a way that allows viewers to reference the item either by pointing to it or by finding and referencing it later in a program-related shopping feature.