Episode 176: Alex Chatfield on How Influencers are Leveraging Data Technology

About this episode

Alex Chatfield discusses the impact of data technology on influencer marketing and the challenges brands face in measuring effectiveness.

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. Takeaways 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…

People in this episode

Hosts: Ari Paparo, Eric Franchi

Guest: Alex Chatfield

Topics covered

• influencer marketing
• data technology
• audience ownership
• programmatic advertising
• measurement
• endorsement partnerships

Keywords

• influencer metrics
• fandom intelligence
• audience data
• identity signals
• paid amplification
• content deliverables
• business outcomes

Mentioned in this episode

Organizations: Endorsable, AppNexus, Meta, YouTube

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