Rajeev Nair — Co-founder and Chief Product Officer, Lifesight
Published:
First-party data solves targeting, not causality. A retailer that knows a customer buys running shoes every six months can build a far more relevant audience without a third-party cookie, and that is a real, durable advantage. But knowing who to target isn’t the same as knowing whether the ad worked.
What does Rajeev Nair say on The Agile Brand podcast?
Rajeev Nair, Co-founder and Chief Product Officer, Lifesight, says: Rajeev Nair, co-founder and Chief Product Officer at Lifesight, explains that first-party data improves targeting but does not prove causality, so retail media attribution can overstate the value of ads. He recommends independent incrementality testing matched to the business decision, illustrates how attribution and incremental revenue differ with concrete examples, and advises CMOs to demand transparent methodology from retail media partners before renewing spend.
From: The Agile Brand podcast
Cite as: Rajeev Nair. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/rajeev-nair-first-party-data-solves-targeting-not-causality-a-retailer