An Hour of Innovation: AI, Product, Tech and Career Growth 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 His entrepreneurial journey reflects a vision for disrupting outdated systems, building trust in digital ecosystems, and empowering companies of all sizes to innovate with reliable data.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/