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 speaks with Brian Perks, founder and Chief Strategy Officer of Five by Five.

Brian is a seasoned data strategist and entrepreneur with nearly two decades of experience in the data industry. The conversation explores how data co-ops are disrupting the traditional broker model, why “no one’s data is as good as everyone’s data,” and how real-world usage is the most effective way to validate information. The discussion also covers identity verification, fraud prevention, privacy trade-offs, and the role of AI in analyzing data, identifying patterns, and enabling precise targeting. Other highlights include insights into the future of publishing in the AI era, the balance between personalization and privacy, and why efficiency in data activation benefits both businesses and consumers.

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 Five by Five, 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 His entrepreneurial journey reflects a vision for disrupting outdated systems, building trust in digital ecosystems, and empowering companies of all sizes to innovate with reliable data.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 5x5 Data 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.

Timestamps

00:00 Introduction

02:29 Ads

03:45 The 5x5 Concept and Data Utilization

06:17 Understanding the Work Co-op Model

08:26 Joining the 5x5 Community

11:26 Diverse Use Cases Beyond Marketing

13:58 Ensuring Data Integrity and Privacy

15:51 Navigating Privacy Concerns

18:12 The Trade-offs of Privacy and Personalization

21:59 Efficiency in Marketing and Sales

27:37 The Impact of AI on Product Development

29:37 Challenges in AI and Data Licensing

33:12 Source of Hallucinations and Mistakes in AI

38:00 Utilizing Data for Targeting Audiences

42:47 Social Media

45:38 Application will Do More

49:37 Entrepreneurial Insights and Advice

55:33 Advice from Brian

Connect with Brian

* Website: https://5x5data.com/

* LinkedIn: https://www.linkedin.com/in/briangperks/

Connect with Vit

* Website: https://vitlyoshin.com/contact/

* LinkedIn: https://www.linkedin.com/in/vit-lyoshin/

* X: https://x.com/vitlyoshin

Vit’s Projects

* Podcast: https://www.anhourofinnovation.com/

* AI Assistant to build apps: https://appforgelab.com/