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 His entrepreneurial journey reflects a vision for disrupting outdated systems, building trust in digital ecosystems, and empowering companies of all sizes to innovate with reliable data.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.Support This PodcastTo support our work, please check out our sponsors and get discounts: https://www.anhourofinnovation.com/sponsors/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.Timestamps00:00 Introduction02:29 Ads03:45 The 5x5 Concept and Data Utilization06:17 Understanding the Work Co-op Model08:26 Joining the 5x5 Community11:26 Diverse Use Cases Beyond Marketing13:58 Ensuring Data Integrity and Privacy15:51 Navigating Privacy Concerns18:12 The Trade-offs of Privacy and Personalization21:59 Efficiency in Marketing and Sales27:37 The Impact of AI on Product Development29:37 Challenges in AI and Data Licensing33:12 Source of Hallucinations and Mistakes in AI38:00 Utilizing Data for Targeting Audiences42:47 Social Media45:38 Application will Do More49:37 Entrepreneurial Insights and Advice55:33 Advice from BrianConnect 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/

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