Nik Sharma

CEO of Sharma Brands with a background in paid social, e-commerce, and direct-to-consumer marketing; brings ad tech experience and a performance-first approach to creative testing and TV integration.

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Nov 10, 2025 • 20min

From D2C to CTV: Nik Sharma and James Borow on Reinventing TV Advertising at Marketecture Live

Nik Sharma, CEO of Sharma Brands, and James Borow, VP of Product & Engineering at Comcast, delve into how direct-to-consumer tactics are transforming TV advertising. They discuss the shift towards real-time measurement and the integration of TV with social media strategies. Lower barriers to entry for brands, the importance of incremental and third-party measurement, and the role of AI in creative processes are highlighted. The duo emphasizes the need for marketers to adapt and view TV as an accessible, integrated platform that complements digital efforts.

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