New York City, N.Y. – June 23, 2026 – Lifesight, the Agentic Unified Marketing Measurement Platform, today announced that Co-founder and Chief Product Officer Rajeev Nair has been appointed as a board member of the IAB Measurement Committee. The committee brings together senior measurement leaders from brands, agencies, publishers, platforms and measurement companies to help shape the standards the entire industry will build on. Including Project Eidos, the IAB’s initiative to create a common framework for modern marketing measurement.
Project Eidos addresses one of the industry’s biggest challenges: creating a common measurement framework that brands, agencies, publishers and solution providers can all build upon. In practice, that means shared structures, consistent definitions of outcomes and incrementality, and a modernized foundation for marketing effectiveness measurement. The goal is not another measurement methodology, but a framework the entire ecosystem can use to evaluate performance against the same standards with confidence.
“The industry needs a common measurement framework that connects spend to real, causal outcomes,” said Rajeev Nair, Co-founder and Chief Product Officer of Lifesight. “Brands, agencies, publishers and solution providers should be able to evaluate performance through the same foundational standards. I’ve spent the last decade building toward exactly that, and I’m honored to bring that experience to one of the industry’s most important measurement efforts.”
One Framework for the Whole Industry
For years, marketing measurement has meant stitching together channel-specific tools that rarely agree, leaving teams to manually reconcile conflicting numbers before they can make a decision. Attribution platforms report one number. Media platforms report another. Marketing mix models produce a third. Finance often trusts none of them.
The result is an industry that spends billions measuring performance but still struggles to answer a simple question: what actually caused growth?
Project Eidos is aimed squarely at that challenge, creating a common framework that allows different measurement approaches to work together rather than against each other. Rather than forcing organizations to choose between methodologies, the initiative seeks to establish standards that can be adopted across brands, agencies, publishers and solution providers, creating greater consistency and interoperability throughout the ecosystem.
It’s the same conviction Lifesight was founded on: Marketing and finance teams deserve one trusted, causal view of what actually drives growth.
“Project Eidos is tackling the problem at its root, and Rajeev has spent his career working on exactly this,” said Tobin Thomas, CEO and Co-founder of Lifesight. “The framework established through this initiative has the potential to influence how brands, agencies, publishers and solution providers measure effectiveness for years to come. We’re proud to see him at the table, and excited to partner with the IAB and the broader measurement community to help shape the future of marketing measurement. Congratulations, Rajeev.”
About Lifesight
Lifesight is the Agentic Unified Marketing Measurement Platform. It unifies causal marketing mix modeling, geo-based incrementality testing, and incrementality-adjusted attribution into a single platform, giving marketing and finance teams one trusted, causal view of what drives business growth, with the ability to forecast outcomes and optimize budgets. More than 500 global brands use Lifesight to measure true incremental impact across online and offline channels. Lifesight is independent of any media-buying platform and is built privacy-first, compliant with GDPR, HIPAA, SOC 2 and ISO 27001 standards. Learn more at lifesight.io.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.
In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
