Sept. 1, 2025

How AI and Data Co-Ops Are Changing Marketing, Privacy, and Trust | Brian Perks

In this episode of An Hour of Innovation podcast, host Vit Lyoshin talks with Brian Perks, Founder and Chief Strategy Officer of Five by Five, about how AI and data co-ops are transforming the way businesses access and validate information.

Brian shares the story behind Five by Five, which started as an informal exchange of data among platforms and grew into a cooperative model that disrupts the traditional data broker industry. He explains why “no one’s data is as good as everyone’s data,” how billions of daily validation signals create a comprehensive identity graph, and why the best way to validate data is to actually consume it.

The conversation explores powerful insights: a live email address is now worth more than a Social Security number on the dark web; privacy trade-offs shape how we experience personalization and targeted ads; and fraud prevention increasingly depends on mapping the digital and offline footprints of identity. Brian also explains how efficiency in data activation not only saves marketing dollars but can lower costs for consumers.

The episode dives into AI’s role in accelerating data consumption, its impact on publishers who are losing traffic to AI answer engines, and the urgent need for new licensing models — drawing parallels to Napster’s disruption of the music industry. Brian also shares his entrepreneurial lessons, emphasizing that data has no intrinsic value on its own — the value comes from how it’s activated, used, and made accessible.

With two decades of experience in data strategy and leadership roles at ZoomInfo, Bombora, and Pipl, Brian brings both technical depth and practical wisdom. His perspective reveals how data democratization, identity verification, and AI are shaping the future of marketing, privacy, and digital trust.

Show Notes

Brian Perks has held leadership roles at ZoomInfo, Bombora, and Pipl, where he specialized in data acquisition, licensing, and identity solutions. Today, as co-founder of 5x5 Data, he is pioneering a cooperative model that democratizes access to high-quality, continuously validated data. His entrepreneurial journey reflects a vision for disrupting outdated systems, building trust in digital ecosystems, and empowering companies of all sizes to innovate with reliable data. Widely regarded as a thought leader, Brian continues to shape conversations around data strategy, privacy, and the evolving role of AI in business.

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Takeaways

How Five by Five was born out of necessity, turning an informal data exchange into a full cooperative model.
The surprising truth: “No one’s data is as good as everyone’s data.”
How billions of daily validation signals (emails, phone numbers, IPs) create a more accurate “identity graph.”
The most reliable way to validate data is to consume it in real-world use cases.
A live email address is worth more than your Social Security number on the dark web.
The trade-off between privacy and personalization, and why 70% of people actually prefer targeted ads.
Why efficiency in targeting matters: the best data isn’t a big list - it’s knowing who will actually buy.
How better targeting can reduce marketing waste and even lower product costs for consumers.
The hidden risk for publishers: AI tools are reducing their traffic by up to 90%, similar to Napster’s effect on music.
Why publishers may need a new licensing model as AI “answer engines” replace traditional search.
The limits of AI: it can accelerate data processing, but it can’t synthesize personal identifiers like emails or phone numbers.
Controlling data through brokerage stifles innovation - democratizing access enables it.
Data has no intrinsic value - it only matters in how you activate it.