{"id":9905,"date":"2025-12-08T01:40:53","date_gmt":"2025-12-08T06:40:53","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/08\/dont-just-have-an-ai-strategy-have-a-proprietary-data-strategy\/"},"modified":"2025-12-06T17:43:31","modified_gmt":"2025-12-06T22:43:31","slug":"dont-just-have-an-ai-strategy-have-a-proprietary-data-strategy","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/dont-just-have-an-ai-strategy-have-a-proprietary-data-strategy\/9905\/","title":{"rendered":"Don\u2019t Just Have an AI Strategy, Have a Proprietary Data Strategy"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em>Once everyone has AI, the real advantage for marketers will come from the data no one else has &mdash; both their own and their partners<\/em><em>&rsquo;<\/em><\/h1>\n<p class=\"wp-block-paragraph\"><em>By David George, CEO Pixability<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Everyone in marketing suddenly has an \u201cAI strategy,\u201d and more recently an \u201cagentic strategy.\u201d You can\u2019t open LinkedIn without seeing another post about generative content, predictive modeling,\u00a0 or \u201cintelligent optimization.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But here\u2019s the uncomfortable truth: any kind of application of AI without proprietary data is just noise\u2013because it can be easily replicated.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If everyone\u2019s using the same foundation models, the same open APIs, and the same public data, then every AI output starts to look the same. There\u2019s no differentiation \u2014 just automation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What will separate the winners from the rest isn\u2019t who uses AI. It\u2019s who owns and feeds AI with data that nobody else has.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>W<\/strong><strong>hy Proprietary Data Is the Real Edge<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Marketers already understand the importance of first-party data \u2014 it\u2019s the foundation for accurate targeting, personalization, and measurement. But as AI becomes central to how campaigns are planned, bought, and optimized, proprietary data that\u2019s meaningful becomes even more powerful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When a brand uses its proprietary purchase data, CRM records, or site analytics to train or inform AI, that AI becomes smarter for <em>them and them alone.<\/em><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to a Google\/Kantar study, companies with a strong first-party data strategy are <strong>1.5x more likely<\/strong> to see positive outcomes from AI. That\u2019s not a coincidence \u2014 it\u2019s cause and effect.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>It<\/strong><strong>&rsquo;<\/strong><strong>s Not Just About You &mdash; It<\/strong><strong>&rsquo;<\/strong><strong>s About Who You Partner With<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Here\u2019s the other half of the equation most marketers miss: your partners\u2019 proprietary data matters just as much as your own.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When you\u2019re evaluating ad platforms, agencies, or tech vendors, don\u2019t just ask, \u201cWhat AI tools are you using?\u201d Ask, \u201cWhat unique data do you have that I can\u2019t get anywhere else?\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because that\u2019s where the edge is.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take YouTube. Every advertiser gets access to the same standard metrics and targeting tools. But some partners can tell you <em>more<\/em> \u2014 that a specific creator\u2019s channel has grown 60% in six months, that its audience over-indexes for Gen X males who buy sportswear, and that the content tone aligns with your brand. That\u2019s proprietary intelligence. That\u2019s differentiation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The same applies across connected TV, retail media, and programmatic. Two platforms may both use AI to optimize bids, but only one might have deep contextual and behavioral data layered in to make those optimizations smarter.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Agency Arms Race: Data as the Moat<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Agencies have caught on. That\u2019s why nearly every major holding company is now grounding its AI strategy in proprietary data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Publicis\u2019 March 2025 acquisition of data management company Lotame (folded into its Epsilon platform) and WPP\u2019s purchase of clean-room pioneer InfoSum both reflect the same thesis: to build AI systems that do more than everyone else\u2019s, you need access to data no one else has.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the newer tactics resulting from, and further fueling, this evolution is Super Signal Aggregation (SSA) \u2014 the push to tie as many meaningful signals as possible to every piece of media an advertiser buys.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If two partners are both running your CTV campaign, but one can layer in richer proprietary data \u2014 identifying not just the show your ad runs in, but the tone of the content, the sentiment of the storyline, and whether the audience over-indexes for your target \u2014 that partner wins. Not because its AI is smarter, but because it\u2019s operating with more context.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The smartest partners are already using SSA to uncover those deeper layers of insight \u2014 context, sentiment, engagement, competitive overlap \u2014 across every channel. It\u2019s how they transform the same ad inventory everyone else can access into intelligence no one else can replicate.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Future of Advertising Belongs to the Data-Rich<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">AI is already becoming table stakes. Proprietary data is becoming the differentiator.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So if you\u2019re a marketer, your 2026 roadmap should have two clear priorities:<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\r\n \t<li><strong>Get your own data house in order.<\/strong> Clean it, connect it, and activate it so your AI actually has something meaningful to learn from.<\/li>\r\n \t<li><strong>Choose partners who bring unique data to the table.<\/strong> The more signals you can access &mdash; about audiences, content, context, and outcomes &mdash; the smarter your AI will get.<\/li>\r\n<\/ol>\n<p class=\"wp-block-paragraph\">Virtually everyone will soon have AI-powered solutions. But only those with proprietary data \u2014 their own and their partners\u2019 \u2014 will have intelligence that cuts through the clutter.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not just the next phase of marketing transformation. It will become the way to win.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once everyone has AI, the real advantage for marketers will come from the data no one else has \u2014 both their own and their partners\u2019<\/p>\n","protected":false},"author":7,"featured_media":9906,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-9905","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Don\u2019t Just Have an AI Strategy, Have a Proprietary Data Strategy | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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