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 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.ChaptersGuests: Ari Paparo, Eric Franchi, Alex ChatfieldLearn more about your ad choices. Visit megaphone.fm/adchoices