Mobile ad company InMobi says it is trying not only to encourage advertisers to use more data but to do so for years ahead.

“Most of the media that I see spent – not a hell of a lot of data is actually being gathered,” says the company’s north America GM Francisco Cordero. “That could be done quite easily.

“We’re trying to get brands to reinvest for the next 20 years, not just for a tactical buy … (in) data warehouses and infrastructure that could dominate thinking for the next 20 years.

“People underestimate the mobile wave … the one (device) with the most data is the one that’s with you most of the time.”

Cordero was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.