Culture and code is redefining the world around us and one cannot exist without the other. Code is infused into our everyday lives and its evolution equally shaped by cultures own determinants. These two should be inextricably linked –the driving force behind the convergence of media, technology and creativity? Marketers, agencies and publishers can’t afford to ignore the combined trajectory of these two forces – and the most powerful accelerant: data. How data flows between the culture and code ecosystem is going to quickly rewrite the rules of digital marketing. The three masterminds discussed how an open data ecosystem can create an enhanced value exchange between brands and consumers and how they can break down silos to drive greater innovation and growth.