SAN JUAN, PR — Not everyone in the advertising industry wants to share their data or to collaborate.

Caroline Horner says she is used to hearing openness from people in the internet industry, who will say ”

“I’m going to put the data out there because it’s going to be interesting and it’s going to evolve the place”, “What if we try this?” and “Can we do this?”

The SVP of products for ad-tech firm 605 understands the reluctance.

But she thinks computing power – plus a little cajoling – can help ad buyers to see the benefits.

“We listen really hard on what the issues people have with their data,” she says. “What they’re willing to do and what they’re not willing to do. Then you go with what they’re willing to do, and you start there.

“Things like AWS (Amazon Web Services), a lot of the ability to use computing power at this point … whereas we had a lot of technology and advancements through the years, we only had certain data structures and sizes and the servers could only handle so much.

“Now, we can get to an existence where everything can be calculated on the fly. That means all these data sources can relate to each other very quickly and have all those permissions. ”

The conversation was led by Furious Corp CEO Ashley J. Shwartz.

This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.