Rajeev Nair — Co-founder and Chief Product Officer, Lifesight
Published:
Say a brand spends $1 million with a retail media network and the network reports $4 million in attributed sales. What the brand doesn’t necessarily get is a clean view of the $4 million it would have generated without the $1 million investment. The $4 million is an attribution number, but the CMO ultimately needs to know how much additional revenue the $1 million created.
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-say-a-brand-spends-1-million-with-a-retail-media-network-an