First-Party vs. Synthetic Audiences

Summary

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

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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.

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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)

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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)

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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.

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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.

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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.

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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.

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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)

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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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For more insights and episodes, visit martechpod.com or subscribe to the MarTech Podcast ™ on your preferred podcast platform.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Tom Chavez]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast. Benjamin Shapiro.

[Tom Chavez]

I'm Benjamin Shapiro and joining me today is Tom Chavez, a co founding general partner at Superset. Tom has built and sold startups to some of the biggest tech companies in the world and now he runs a venture studio that funds data driven AI applications to deliver practical business results. And today Tom and I are going to delve into what's real and what's not when it comes to AI's impact on marketing. All right, let's move on to our second question. As cookies disappear, are you prioritizing first party data collection or diving into synthetic audience generation?

[C]

Yes is the short answer. So I mistook Clarity for proximity, one of those earlier companies. Crux I'll do a quick little story. I was so adamant and passionate about the topic, about the possibility of first party data that we got into 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. So we learned quickly, fixed it and the rest is history. But the point is that there wasn't enough first party data and or the brands and publishers we were working with didn't have enough confidence in their own first party data to really invest properly. I think that's evolved considerably in the last decade. So 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. But it can't be one to the exclusion of the other. Ben which is why I say yes, I think you got to take that first party data and use it as seedling for the creation of larger synthetic data sets.

[Tom Chavez]

Yes is a great answer, and I think one begets the other. I don't think you can lean into synthetic audience development without real first party data, right? Garbage in, garbage out. And if you don't have the ability to find your first customers, capture data fundamentally understand some of the why, then you can't amplify it effectively using the synthetic tools. I am kind of in the you still need the first party data. The synthetic data is the amplification of what you already know works when you're ready to scale synthesize the thing that works. So I'm kind of in that first party data camp. But then again, I'm a podcast host and that wraps up this episode of the Martech Podcast. Thanks to Tom Chavez, the co founder and General partner at Superset, for joining us. If you'd like to contact Tom, you could find a link to his LinkedIn profile, which is in our show notes, or on martechpod.com or you can visit his company website, which is superset.com you can also find Tom on his podcast, which is closed session. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed next week. Okay, that's it for today, but until next time, my advice is to just focus on keeping your customers happy. Foreign.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.