MarTech Podcast ™ // Episode: First-Party vs. Synthetic Audiences Release Date: June 4, 2025
Hosted by: Benjamin Shapiro
Guest: Tom Chavez, Co-founding General Partner at Superset

Overview

In this episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a thought-provoking conversation with Tom Chavez, a seasoned entrepreneur and venture studio leader at Superset. The discussion centers on the evolving landscape of data in marketing, specifically contrasting first-party data collection with synthetic audience generation. As the industry grapples with the diminishing role of third-party cookies, the insights shared by Tom provide a roadmap for marketers aiming to harness data effectively for business growth.

1. The Shift Away from Third-Party Cookies

Benjamin Shapiro opens the discussion by highlighting the industry's response to the phasing out of third-party cookies. This shift necessitates a reevaluation of data strategies, pushing marketers to prioritize alternative data collection methods.

• "As cookies disappear, are you prioritizing first-party data collection or diving into synthetic audience generation?" (01:15)

2. Emphasizing First-Party Data Collection

Tom Chavez underscores the critical importance of first-party data in the current marketing ecosystem. He recounts his early experiences with data management platforms, emphasizing the initial challenges his company faced due to a limited integration of third-party data sets.

• "We got into the market with a data management platform that was weak when it came to turnkey integration of those third-party data sets. And we lost some deals because we weren't providing enough third-party data." (02:00)

Despite early setbacks, Tom observes a significant evolution over the past decade. Today, more consumer-facing brands are effectively stewarding their first-party data, employing innovative techniques to generate and maintain robust data repositories.

• "I see many more consumer-facing brands stewarding their first-party data and coming up with really clever techniques to generate and maintain first-party data." (02:30)

3. The Role of Synthetic Audience Generation

While first-party data stands paramount, Tom advocates for a symbiotic relationship between first-party and synthetic data. He cautions against relying solely on synthetic data, highlighting the perils of the "garbage in, garbage out" phenomenon.

• "I think you got to take that first party data and use it as seedling for the creation of larger synthetic data sets." (02:53)

Benjamin Shapiro echoes this sentiment, emphasizing that synthetic data amplification is only as effective as the foundational first-party data.

• "I don't think you can lean into synthetic audience development without real first-party data, right? Garbage in, garbage out." (03:10)

This perspective validates the necessity of authentic first-party data as the cornerstone upon which synthetic data can build, ensuring scalability and enhanced targeting accuracy.

4. Integrating First-Party and Synthetic Data for Optimal Results

The dialogue further explores strategies for integrating first-party and synthetic data to maximize marketing efficacy. Tom Chavez highlights that synthetic data should not replace first-party data but rather augment it, providing broader reach and deeper insights.

• "The synthetic data is the amplification of what you already know works when you're ready to scale." (03:35)

Benjamin concurs, noting that synthetic data serves as a powerful tool for scaling successful marketing initiatives grounded in solid first-party insights.

5. Overcoming Challenges and Looking Ahead

Reflecting on past experiences, Tom shares lessons learned from early missteps in data strategy execution. These insights have shaped his current approach at Superset, where data-driven AI applications are meticulously crafted to deliver tangible business outcomes.

• "We learned quickly, fixed it and the rest is history." (02:20)

The conversation concludes with a forward-looking stance, acknowledging the dynamic nature of data utilization in marketing and the continuous need for innovation and adaptability.

Key Takeaways

• First-Party Data is Foundational: Authentic first-party data collection remains essential, providing the reliable foundation necessary for effective marketing strategies.

• Synthetic Data as an Amplifier: Synthetic audience generation should complement, not replace, first-party data, offering scalability and enhanced targeting capabilities.

• Integration is Crucial: The synergy between first-party and synthetic data can lead to more comprehensive and effective marketing campaigns.

• Continuous Adaptation: Marketers must remain agile, continually refining their data strategies to navigate the evolving digital landscape.

Notable Quotes

• Tom Chavez: "We got into the market with a data management platform that was weak when it came to turnkey integration of those third-party data sets. And we lost some deals because we weren't providing enough third-party data." (02:00)

• Tom Chavez: "I see many more consumer-facing brands stewarding their first-party data and coming up with really clever techniques to generate and maintain first-party data." (02:30)

• Tom Chavez: "I think you got to take that first party data and use it as seedling for the creation of larger synthetic data sets." (02:53)

• Benjamin Shapiro: "I don't think you can lean into synthetic audience development without real first-party data, right? Garbage in, garbage out." (03:10)

• Tom Chavez: "We learned quickly, fixed it and the rest is history." (02:20)

Conclusion

This episode of the MarTech Podcast ™ offers invaluable insights into the strategic interplay between first-party and synthetic data in modern marketing. Through the expertise of Tom Chavez, listeners gain a nuanced understanding of how to effectively harness data to drive business growth in an era increasingly defined by data privacy and the decline of third-party cookies. Marketers are encouraged to prioritize authentic data collection while leveraging synthetic data to scale and enhance their marketing efforts.

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