Nikhil Lai

Senior Analyst

Author Insights


Performance Marketing Is Underperforming

Nikhil Lai August 10, 2022
Every advertising channel now parades as “performance” to appear accountable to outcomes. This dilution, along with three trends, is causing performance marketing’s underperformance.

Port In The Storm: Takeaways From Amazon’s Q2 2022 Earnings

Nikhil Lai July 29, 2022
For B2C marketers, Amazon's latest earnings report yielded insights on advertising, e-commerce, and more.

From Question Mark To Exclamation Point: Takeaways From Spotify’s Q2 2022 Earnings

Nikhil Lai July 28, 2022
In Q2 2022, Spotify’s revenue, advertising, and monthly active users (MAUs) grew, defying fears that inflation and subscription fatigue would weaken demand. Spotify’s strong Q2 2022 performance continues the company’s rebound from its bouts with cancel culture in Q1 2022. Advertising Growth Is Solid, But Subscriptions Bolster Business Unlike Snap and Twitter, whose revenues fell […]

Alphabet’s Profit Falls, But Advertisers Are Sticking With Search

Nikhil Lai July 27, 2022
Here, we break down three key takeaways from Alphabet’s Q2 2022 earnings release and call and what they mean for B2C marketers.

Why Netflix Chose Microsoft In Its Bid To Enter Advertising

Joanna O'Connell July 14, 2022
The speculation has been swirling for months that Netflix was getting into the ad business. We’ve long seen this as necessary for Netflix and have been clear about the upside, so no big shock there. What is notable is the news that Netflix chose Microsoft as its adtech partner. Why Microsoft? Microsoft’s acquisition of Xandr, […]