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.TakeawaysWhy 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, connected TV, and AI-driven advertising.What ChatGPT, AI agents, and creative automation mean for the future of marketing.Key insights from the latest ad tech acquisitions, earnings, and industry trends.ChaptersGuests: Ari Paparo, Eric Franchi, Nikhil LaiLearn more about your ad choices. Visit megaphone.fm/adchoices