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Marketecture: Get Smart. Fast.

Marketecture: Get Smart. Fast.

Written by: Ari Paparo
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The Marketecture Podcast is hosted by industry experts Ari Paparo and Eric Franchi. Every Friday they publish an interview with an important thinker in the advertising and marketing industries, and cover that week's most important news. Every Monday there's an in-depth vendor interview where you learn about interesting companies. https://www.marketecture.tvCopyright 2025 Marketecture Media, Inc. Economics Marketing Marketing & Sales Personal Finance
Episodes
  • Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology

    Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology
    Jun 5 2026
    Alex Chatfield, Co-Founder and President of Endorsable, joins Ari Paparo and Eric Franchi to discuss how data technology is transforming influencer and celebrity marketing. Drawing on his ad tech background from AppNexus, Alex explains how brands can move beyond traditional influencer metrics by leveraging fandom intelligence, audience data, and identity signals to build more effective endorsement partnerships. The conversation explores the growing intersection of influencer marketing, audience ownership, first-party data, programmatic advertising, and measurement. - Most creators and athletes don't truly own their audience data. Ticketing platforms, merch providers, social networks, and link-in-bio tools often control valuable fan information. - Organic social reach continues to decline. Brands increasingly need paid amplification beyond social platforms to effectively reach a creator's fan base. - Measurement remains a major challenge in influencer marketing. Many partnerships are still structured around content deliverables rather than business outcomes or audience performance metrics. - Social platforms have an opportunity to improve influencer measurement. Platforms like Meta and YouTube could make campaign reporting more transparent and actionable for brands. - Alex credits his AppNexus experience for shaping his entrepreneurial journey. His current business combines expertise in programmatic advertising, identity, and data with the entertainment and talent ecosystem. TakeawaysChapters 00:00 Introduction and podcast preview 01:50 Meet Alex Chatfield and the story behind Endorsable 02:17 What is a "fandom intelligence engine"? 02:55 How Endorsable differs from traditional influencer marketing platforms 04:07 Understanding celebrity fandom and audience profiling 04:47 Why creators and athletes lack ownership of fan data 0 6:27 Lessons from fan databases and audience relationships 06:41 Building a modern fan database through digital platforms 07:44 How link-in-bio platforms generate audience identity signals 08:39 Why audience ownership matters for creators and athletes 09:10 How fandom data changes brand sponsorship negotiations 10:21 Extending influencer campaigns beyond social media 11:14 The impact of declining organic social reach 11:58 How brands and agencies currently discover influencers 13:20 The limitations of platform-native influencer discovery tools 14:06 The influencer negotiation process and talent representation 14:59 Audience data gaps in influencer marketing today 16:38 Why measurement remains difficult in influencer campaigns 17:36 Can Meta, YouTube, and social platforms solve measurement? 18:37 Lessons from AppNexus and becoming an entrepreneur 20:08 Bridging ad tech and Hollywood 20:50 Why talent should demand access to audience data 21:06 The significance of Ticketmaster data access for artists 21:32 Closing thoughts and where to learn more about Endorsable Guests: Ari Paparo, Eric Franchi, Alex Chatfield Learn more about your ad choices. Visit megaphone.fm/adchoices
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    54 mins
  • Deterministic? Prove It.

    Deterministic? Prove It.
    Jun 1 2026
    In this Marketecture Live session, Keith Petri, SVP of Data, Identity, and Supply at Viant, and Sam Khoury of Marketecture Media discuss deterministic identity, supply path optimization (SPO), contextual targeting, attribution, and the challenges of measuring true advertising effectiveness in CTV. Learn why advertisers need proof, not promises, to maximize performance and incrementality. Takeaways - Deterministic Identity Requires Proof - Publisher Login Data Isn't Fully Available to Buyers - IP Addresses Are an Imperfect Identity Signal - Too Many Supply Chain Intermediaries Create Problems - Supply Path Optimization Is About Quality, Not Just Cost Savings - Identity and Context Must Work Together - Content-Level Context Remains Limited in CTV - Incrementality Is the Ultimate Goal - Identity Resolution Requires a Holistic View - Collaboration Across the Ecosystem Is Critical Chapters 00:00 Introduction and Session Overview 00:27 Why CTV Identity Is More Complicated Than Expected 01:43 The MacKenzie-Childs Case Study: The Ideal CTV Attribution Story 03:03 Why Publisher Data Doesn't Reach Buyers 04:25 What "Deterministic, Prove It" Really Means 05:35 Where Identity Breaks Down in Programmatic Advertising 07:23 The Real Purpose of Supply Path Optimization 09:05 Identity vs. Context: Why Both Matter 10:37 The Contextual Targeting Gap in CTV 11:58 The Measurement and Attribution Unlock 14:15 Advice for Advertisers and Buyers 16:00 Closing Remarks Learn more about your ad choices. Visit megaphone.fm/adchoices
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    17 mins
  • Episode 175: Tejas Manohar, co-CEO of Hightouch, on the Company's Giant Fundraise, Agentic Ads, and LiveRamp

    Episode 175: Tejas Manohar, co-CEO of Hightouch, on the Company's Giant Fundraise, Agentic Ads, and LiveRamp
    May 29 2026
    Tejas Manohar, co-founder and co-CEO of Hightouch, joins Ari Paparo and Eric Franchi to discuss composable CDPs, replacing LiveRamp, enterprise AI workflows, and why marketers still need SaaS in the age of vibe coding. They also cover Meta’s new apps, OpenAI ads, AppLovin’s social ambitions, X’s ad business, and the rise of clipping in political campaigns. Takeaways: - Hightouch is emerging as a strong alternative to LiveRamp for identity onboarding and data activation. - Tejas Manohar explains why composable CDPs and enterprise AI workflows are gaining momentum. - The team discusses agentic AI, OpenAI ads, Meta’s new apps, and the future of marketing automation. - X, AppLovin, and Meta are all evolving their platforms around AI, data, and advertising scale. - Political campaigns are increasingly using clipping and influencer distribution over traditional media. Chapters: 00:00 Intro & Marketecture Live Chicago announcement 01:28 IAB Tech Summit and industry association discussion 02:43 Introducing Hightouch co-founder Tejas Manohar 04:20 What Hightouch actually does 05:22 Composable CDPs explained 07:32 SaaS apocalypse vs enterprise software reality 11:08 Can Hightouch replace LiveRamp? 13:58 Hightouch’s vision for agentic AI marketing 17:09 Why CDPs matter for AI workflows 20:48 Tejas Manohar’s background and Segment experience 23:32 Running Hightouch as co-CEOs 24:37 AppLovin launches social app “Gist” 28:11 Meta launches Reddit-style Forums app 30:41 Meta’s AI consulting and enterprise ambitions 34:42 X ad revenue, xAI, and social graph advantages 37:14 OpenAI ads and “conversational intent” 40:51 The rise of clipping in politics and media 44:28 FTC settlement over “active listening” claims 46:52 All Eyes On raises funding in the CTV space 48:57 Closing thoughts and outro Guests: Ari Paparo, Eric Franchi, Tejas Manohar Learn more about your ad choices. Visit megaphone.fm/adchoices
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    52 mins
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