Oct 14, 2026 · 38 min · 13 segments
AI is rapidly shaping how brands understand consumers, but what happens when you feed those models stale, fragmented data? On this episode of Inside the Stack, AdExchanger's Lynne d Johnson sits down…
Yeah, I, I think that's important, right? Like, for a long time, uh, marketers, publishers, renting data, right? Or using third-party data, um, and being able to make the connections as you guys said.
But then also, like, you know, how can they control it, right? How do they know the freshness, right, how recent it is, um, to you guys' point.
And I, I guess this becomes an even bigger issue once we put AI into play, right? 'Cause if AI is acting off of old data or, um, you know, data that you can't even act upon, um, that would be a problem.
So how would a marketer, say, check whether the identity data they're feeding into these AI models or to make decisions is something they control versus something that they don't, they, they can't really control, you know? Yeah.
Yeah, you're, you're really, you're joining two worlds together in many cases.
You're, you're joining together everything that you truly have control over, which is your own data, um, the, the intelligence behind it, uh, the insights that you've derived.
Um, and then depending on the platform and the channel, um, you're then depending on someone else's data.
Um, so I think being able to understand with transparency, um, in how the, how the underlying identity data that you're relying on for execution was created, um, and that comes with partnership, uh, with your platforms and, um, the, the companies that you work with.
Do the behaviors and the outcomes, um, that I anticipate, uh, occurring, are they act- are they actually happening? And, and do I understand, uh, why, um, is gonna come through a lot of that test and learn.
So not easy, but the more transparency you have from the tools you're using, uh, the more insight you have about the data that you're tapping into, um, you know, I won't say it's easy, but the easier it becomes to understand that full end to end.
Um, and, and there's certainly gonna be cases where, like, you, you aren't owning, um, someone's graph.
Um, so, um, being able to have a framework that gives you that flexibility, um, and transparency is gonna be pretty important.
So I definitely got from this, because you said the word, like, five times, that transparency is key here.
Yeah, I, I think that's important, right? Like, for a long time, uh, marketers, publishers, renting data, right? Or using third-party data, um, and being able to make the connections as you guys said.
But then also, like, you know, how can they control it, right? How do they know the freshness, right, how recent it is, um, to you guys' point.
And I, I guess this becomes an even bigger issue once we put AI into play, right? 'Cause if AI is acting off of old data or, um, you know, data that you can't even act upon, um, that would be a problem.
So how would a marketer, say, check whether the identity data they're feeding into these AI models or to make decisions is something they control versus something that they don't, they, they can't really control, you know? Yeah.
Yeah, you're, you're really, you're joining two worlds together in many cases.
You're, you're joining together everything that you truly have control over, which is your own data, um, the, the intelligence behind it, uh, the insights that you've derived.
Um, and then depending on the platform and the channel, um, you're then depending on someone else's data.
Um, so I think being able to understand with transparency, um, in how the, how the underlying identity data that you're relying on for execution was created, um, and that comes with partnership, uh, with your platforms and, um, the, the companies that you work with.
Do the behaviors and the outcomes, um, that I anticipate, uh, occurring, are they act- are they actually happening? And, and do I understand, uh, why, um, is gonna come through a lot of that test and learn.
So not easy, but the more transparency you have from the tools you're using, uh, the more insight you have about the data that you're tapping into, um, you know, I won't say it's easy, but the easier it becomes to understand that full end to end.
Um, and, and there's certainly gonna be cases where, like, you, you aren't owning, um, someone's graph.
Um, so, um, being able to have a framework that gives you that flexibility, um, and transparency is gonna be pretty important.
So I definitely got from this, because you said the word, like, five times, that transparency is key here.
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