Episode 185: Nikhil Lai of Forrester on the State of AEO and Performance Marketing

Podcast: Marketecture: Get Smart. Fast. · Ari Paparo

Opublikowano: 2026-08-07

Ari Paparo and Eric Franchi are joined by Nikhil Lai, Principal Analyst at Forrester, to discuss the evolution of performance marketing, Answer Engine Optimization (AEO), connected TV, incrementality, AI-powered advertising, and the future of marketing measurement. They also examine the latest ad tech news, including ChatGPT advertising, Walmart's acquisition of Vibe, AppLovin, retail media, and Q2 earnings across the digital advertising industry. Takeaways Why Answer Engine Optimization (AEO) is fundamentally different from SEO and how brands should prepare.How marketers are redefining performance measurement with blended ROAS and incrementality.The opportunities and challenges of Performance TV...