In this episode, we talk with Nikhil Lai, of Forrester, on the intersection between creative and performance marketing - Nikhil is as sharp and well-spoken as they come. 4 Takeaways: - Creative Empowerment: Creative assets are the underutilized secret sauce in today's marketing mix - Innovative Testing: Breaking down ad components and testing variables allows for precise optimization - Forester's Vision: Stay tuned for Forrester's upcoming initiatives, including a comprehensive analysis of creative technologies- Cultural Shifts: Bridging the gap between creatives and performance marketers is key to #AdTech creative adtech Innovation.Big thanks to our Inaugural Series Sponsor, Flashtalking by Mediaocean