privacy compliance

AI has raised the bar for what qualifies as “good data.”

The conversation is no longer about how much data marketers can collect but how well that data reflects reality. In this new era, success depends on data that is accurate, fresh, consented and interoperable – principles that ensure AI models learn from accuracy.

Every conversation about addressability eventually lands on the same word: fragmentation. But the real symptom of that fragmentation isn’t just operational complexity; it’s also declining match rates. That single number explains why marketers are struggling to make their data work.