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 with Matt Tipperreiter, VP of Product Strategy at Experian, and John Oronte, Director of Partnership Growth at AtData, to talk about the flaws hiding in modern consumer intelligence.

Marketers have spent the last five years obsessed with hashed emails. But according to Oronte, a lot of those addresses aren't what they seem. When AtData looked at one client's verified new-to-file emails, almost 14% were burners set to expire within a month. On another platform, 15 to 20% of the records hadn't been used in six months. Brands are tying identity to stale emails, and AI is making decisions based on them.

Tipperreiter and Oronte also get into data freshness across identity graphs, transparency, and whether you should own or rent your identity graph. And they explain identity to a five-year-old, with Tipperreiter turning his daughter's magnet tiles into the metaphor.

This episode is brought to you by AtData, a part of Experian. AtData helps businesses unlock intelligence about the person behind the email address with email validation, data enrichment, identity matching, and fraud protection.