New York, N.Y. – November 6, 2026 – Lifesight, the unified marketing measurement platform, is featured in EMARKETER’s Ad Measurement Trends H2 2026 report, published October 23. EMARKETER interviewed Rajeev Nair, Lifesight’s co-founder and Chief Product Officer, for the report.
The report looks at how marketers are adapting as measurement methods multiply, pressure to prove business impact grows, and AI changes both how measurement works and what it can capture. Nair was interviewed alongside measurement and marketing leaders from IAB, VideoAmp, EDO, Affinity Solutions, PubMatic, StackAdapt, Teads, Vevo and Liquid Death, among others.
The report covers three shifts in particular:
Unified measurement is moving from running several methodologies side by side to interpreting how they work together.
Incrementality testing and marketing mix modeling (MMM) are converging into a single feedback loop.
As measurement outputs increasingly drive automated media decisions, independent causal validation and human oversight matter more.
“Most marketing teams have plenty of measurement. What they’re missing is a single answer they can trust,” said Nair. “MMM, incrementality and attribution each tell part of the story. The value comes from connecting them, so experiments sharpen the model and the model shows you where to test next. As AI starts acting on those outputs, a sound causal foundation is what stops automation from scaling the wrong bets.”
Lifesight’s platform combines geo-testing and incrementality, causal MMM, and incrementality-calibrated attribution in one system, with agentic workflows that turn measurement into recommendations teams can act on.
The feature caps a year of work by Lifesight to make marketing measurement more transparent. The company open-sourced Horizon, its patent-backed forecasting engine, along with its benchmarks and validation methodology. It also set up an independent Scientific Advisory Council, whose first member is Dr. Ron Berman of The Wharton School. It sponsored Winterberry Group’s State of Unified Marketing Measurement research and relaunched its free Unified Marketing Measurement Academy.
EMARKETER subscribers can read the full Ad Measurement Trends H2 2026 report at emarketer.com.
About Lifesight
Lifesight is a unified marketing measurement platform that helps brands understand what actually drives growth. By combining marketing mix modeling, incrementality testing and causal attribution in a single platform, Lifesight gives marketing and finance leaders one trusted view of performance across channels, so they can allocate budget with confidence. Learn more at lifesight.io.
Media contact
Joie Roberts
Content Lead, Lifesight
