Tobin Thomas is the co-founder and CEO of Lifesight, which provides causal measurement for approximately 500 commerce brands, including IKEA, Dyson, Bose, and KFC. He recently published the "Agentic Unified Marketing Measurement Manifesto," which argues that current measurement stacks must evolve to survive the rise of AI agents in budget decision-making. He also writes Decision Desk, a fortnightly letter on causal-first growth.