We’re proud to share that Lifesight is featured in EMARKETER’s Ad Measurement Trends H2 2026 report, published October 23, 2026. Rajeev Nair, our co-founder and Chief Product Officer, was interviewed for the report alongside measurement and marketing leaders from IAB, VideoAmp, EDO, Affinity Solutions, PubMatic, StackAdapt, Teads, Vevo, Liquid Death, and others.
EMARKETER’s reports are among the most widely read research in the industry, built on multiple data sources and interviews with practitioners across the ecosystem. Being part of that conversation matters to us, because the questions this report tackles are the ones our customers bring to us every day.
What the EMARKETER Report Explores
The report looks at how marketers are adapting as measurement gets more complex, the pressure to prove business impact grows, and AI changes both how measurement works and what can be measured. A few themes stood out to us:
- Unified measurement is about interpretation, not just tooling. Most enterprise teams already run MMM, incrementality, and attribution. The harder job is making those methods work together so they lead to one decision.
- MMM and incrementality testing are converging. Models point to where uncertainty is highest, experiments go there, and the causal results flow back to recalibrate the model.
- Business outcomes are taking center stage. There’s no universal KPI, and the pull toward easy-to-measure channels can quietly distort budgets.
- AI raises the stakes. As measurement feeds automated media decisions, flawed inputs can drive misallocation faster and at scale, which makes independent causal validation and human oversight more important.
- The customer journey is getting harder to see. AI-mediated discovery and emerging shopping agents are creating influence that click-based attribution can’t observe.
Why this Resonates With Us
These trends describe the problem Lifesight was built to solve. Marketers don’t need another dashboard that adds one more number to argue about. They need a system that reconciles every method into a single, causal view of what’s actually driving growth.
That’s the core of Unified Marketing Measurement. Lifesight brings geo-testing and incrementality, causal MMM, and incrementality-calibrated attribution together in one platform, so each method strengthens the others instead of competing with them. Our agentic workflows then close the gap between insight and action, turning measurement into recommendations teams can act on while they’re still true.
We’ve also been pushing for more transparency in how measurement works. This year we open-sourced Horizon, our patent-backed forecasting engine, and formed an independent Scientific Advisory Council to review our methodologies. We sponsored Winterberry Group’s State of Unified Marketing Measurement research to benchmark where enterprise teams really stand. And we relaunched our free Unified Marketing Measurement Academy to help marketers build these skills themselves.
As AI takes on more of the decision-making, getting measurement right stops being a reporting exercise and becomes the foundation of how marketing budgets move. We’re glad to see that conversation front and center.
Read the Report
EMARKETER subscribers can read the full Ad Measurement Trends H2 2026 report on EMARKETER’s site. Thank you to the EMARKETER team for including Lifesight in the conversation.
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