Observed Signal · Nov 4, 2026 · Recognition · Source: Lifesight · Impact: 3/5
Lifesight Featured in EMARKETER’s Ad Measurement Trends H2 2026 Report
Lifesight announced that it is featured in EMARKETER's Ad Measurement Trends H2 2026 report, published on October 23, 2026. Lifesight co-founder and Chief Product Officer Rajeev Nair was interviewed for the report alongside leaders from IAB, VideoAmp, EDO, Affinity Solutions, PubMatic, StackAdapt, Teads, Vevo, and Liquid Death. The report explores how marketers are adapting to more complex measurement, the pressure to prove business impact, and the role of AI in measurement. Lifesight highlights its unified marketing measurement platform, which integrates causal MMM, incrementality testing, and incrementality-adjusted attribution, and notes its open-sourced Horizon forecasting engine and Scientific Advisory Council as efforts to increase transparency.
Being featured in a widely-read EMARKETER report validates Lifesight's position in the marketing measurement space and provides significant industry visibility, potentially driving brand awareness and customer acquisition.
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Key Takeaways & Evidence Grounding
- Lifesight is featured in EMARKETER's Ad Measurement Trends H2 2026 report, published October 23, 2026.
- Lifesight co-founder and CPO Rajeev Nair was interviewed for the report alongside leaders from IAB, VideoAmp, EDO, Affinity Solutions, PubMatic, StackAdapt, Teads, Vevo, and Liquid Death.
- The report covers themes such as unified measurement, convergence of MMM and incrementality testing, business outcomes, AI's impact on measurement, and the evolving customer journey.
- Lifesight highlights its unified marketing measurement platform and transparency efforts, including the open-sourced Horizon forecasting engine and an independent Scientific Advisory Council.
Connected Companies & Entities
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“Ad measurement and currency company featured alongside Lifesight in the report.”
“Consumer purchase data platform featured in the EMARKETER report.”
“Supply-side platform whose leadership participated in the industry report.”
“Self-serve demand-side platform featured in the measurement report.”
“Music video network featured alongside other industry leaders in the report.”
“Global media platform with leadership contributing to the EMARKETER analysis.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Lifesight Open-Sources Demand Forecasting Engine Horizon
Marketing measurement platform Lifesight has open-sourced Horizon, its demand forecasting tool. The release includes code, methodology, documentation, and benchmarks, now available on GitHub. Co-founder Rajeev Nair stated the move aims to build trust and establish forecasting as a standard practice in measurement systems. Horizon uses ensemble forecasting, combining multiple models to improve accuracy, and is designed to complement existing MMM setups like Google's Meridian or in-house models. The company also formed a Scientific Advisory Council, with Dr. Ron Berman of Wharton as its first member, to peer review methodologies. The open-source move aligns with a trend toward more transparent measurement tools, following Google's Meridian and Meta's Robyn.
Ensemble Forecasting Research, Now live on GitHub
Lifesight has released the full research repository behind its ensemble forecasting methodology on GitHub, providing commercial datasets, forecasts, and scoring code. Based on an August research paper, the repository demonstrates that combining multiple models significantly reduces business forecasting misses compared to relying on a single model. The open-source package includes 99 daily series from 65 organizations and enables teams to benchmark their own predictive approaches under CC BY 4.0 and MIT licensing.
Identity & Audience Intelligence: How i/RTB Turns Fragmented Signals into Smarter, Privacy-First Audience Activation
Mobupps has published a detailed overview of its i/RTB platform, highlighting its Identity & Audience Intelligence capabilities designed for the evolving US programmatic landscape. The platform leverages a proprietary DMP built on over a decade of verified purchase and download signals, moving beyond clickstream data to enable cross-device intelligence across Mobile, Web, and CTV. i/RTB integrates AI-driven optimization, including LTV prediction and agentic bidding, to improve auction decisions while ensuring compliance with GDPR, CCPA, COPPA, and TCF 2.3. The announcement underscores the shift from identity resolution to identity intelligence, addressing the fragmentation of signals and the rise of cookieless environments.
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