THE AMOUNT OF TIME THE PEOPLE HAVE LIVED IN THE UNITED STATES HAS A DRAMATIC IMPACT ON HOW THEY VOTE AND HOW THEY SEE THE COUNTRY.

>> WHAT ARE YOUR CONCERNS, JUST GENERALLY SPEAKING, ABOUT YOUR PARTY MOVING FORWARD AS A CONSERVATIVE LATINA?

>> WE NEED TO BE MUCH MORE CAREFUL IN UNDERSTANDING THAT YOUNG LA TOON OWE-- LATINO VOTERS ARE REALLY GOING TO SHAPE THE FUTURE.

HELLO, I'M BONNY IRBAY, WELCOME TO "TO THE CONTRARY."

THIS WEEK OUR SPECIAL GUEST IS LESLIE SANCHEZ, REPUBLICAN STRATEGIST, FORMER GEORGE W. BUSH WHITE HOUSE STAFF MEMBER AND OF COURSE A LONG TIME "TO THE CONTRARY PANELIST."

LESLIE IS NOW WORKING FOR CBS NEWS NEWS AND AS A MARKETER AND MARKETING TO WOMEN AND HISPANICS , SHE IS AN EXPERT IN THAT AREA.

WELCOME BACK TO "TO THE CONTRARY ."

>> GREAT TO BE HOME.

>> THAT'S TERRIFIC.

LET'S TALK ABOUT WHERE THE LATINO AND SPECIFICALLY LATINA VOTE IS HEADING.

GEORGE W. BUSH HAD 44% OF THE HISPANIC VOTE.

DONALD TRUMP HAD 33%.

TELL ME ABOUT THE HIGH WATER MARKS AND WHERE THESE PEOPLE ARE HEADED IN THE FUTURE FOR POLITICIANS WHO WANT TO SECURE THEIR VOTES.

>> SURE.

TO LOOK AT DONALD TRUMP HAVE YOU TO GO BACK AND SEE HISTORICALLY HOW DID HE PERFORM.

REPUBLICANS HAVE EARNED ABOUT 31 .5% OF THE HISPANIC VOTE ON AVERAGE FOR THE LAST 10 PRESIDENTIAL ELECTIONS SO THE SHY WATER MARK BEING GEORGE W. BUSH, THE LOW WATER MARK BEING BOB DOLE IN 1996 AND SOME PEOPLE WOULD SAY THAT THE PRESIDENT CAME IN RIGHT ON PAR.

SO IT WASN'T IN THE LOW 20s WHICH WAS ANTICIPATED BASED ON A LOT OF THE KIND OF RHETORIC AGAINST IMMIGRATION AND PARTICULARLY MEXICO.

THE INTERESTING PART IS THAT PEOPLE LIKE TO THINK IMMIGRATION IS THE NUMBER ONE ISSUE OR TOP MIND ISSUE FOR LATINOS BUT LATINOS ARE EXTRAORDINARILY DIVERSE.

YOU HAVE FOREIGN BORN, WHO YES IT WAS TOP OF MIND FOR THEM AND THEIR FAMILIES BUT OTHERS WHO ARE FIVE, SIX, SEVEN GENERATIONS WHO SEE THINGS MORE ECONOMICALLY MORE MAIN STREAM AMERICA BUT IT IS IMPORTANT AND PROVES THE POINT THAT THE ALATINO VOTE IS EXTRAORDINARILY DIVERSE.

IT DEPENDS ON ETHNICITY, KIND OF GENERATIONALLY.

GEOPOLITICALLY WHERE THEY'RE LOCATED, RED OR BLUE STATE, ARE THEY MARRIED?

HOW MANY TIMES DO THEY ATTEND CHURCH?

THERE ARE SO MANY DIFFERENT FACTORS THAT PLAY INTO IT YOU CAN'T SAY IT'S ONE LATINO VOTE BUT IT SHOWS THE EFFECT OF THE NUMBER OF LATINOS, ESPECIALLY IN RED STATES THAT SUPPORT THE PRESIDENT.

>> YOU MENTIONED EARLIER THAT SOME LATINO FAMILIES IN THE U.S. GO BACK SIX, SEVEN GENERATIONS.

>> SURE.

>> HOW DO THEY DIFFER FROM NEW ENTRANTS?

>> THERE ARE SO MANY DIFFERENT FACTORS.

IF YOU LOOK AT SOMEBODY WHO IS FOREIGN BORN, NOT BORN IN THE UNITED STATES, THE AMOUNT OF TIME PEOPLE HAVE LIVED IN THE UNITED STATES HAS A DRAMATIC IMPACT ON HOW THEY VOTE AND HOW THEY SEE THE COUNTRY.

IF IT'S SOMEBODY WHO HAS ONLY BEEN HERE, FIRST GENERATION OR NEW IMMIGRANT, THEY'RE GOING TO BE FOCUSED MORE ON IMMIGRATION AND THE FACTORS AND HOW IT AFFECTS THEIR ENTIRE FAMILY.

SOMEBODY WHO HAS BEEN HERE FOR MULTIPLE GENERATIONS THEY'RE LOOKING AT POCKETBOOK ISSUES, THE SAME WAY MAIN STREAM AMERICA , HOW MUCH HEALTHCARE PREMIUMS ARE GOING UP.

CAN THEY START THE SMALL BUSINESS.

IS THEIR 401(K) GOING UP OR FLAT LINED?

THOSE ARE REAL ISSUES THAT JUST MAIN STREAM WHETHER THEY BE SMALL BUSINESS OWNERS, MEMBERS OF THE MILITARY FAMILIES AND VETERANS, THEY'RE REALLY KIND OF TRIED AND TRUE BOTTOM LINE POCKETBOOK ISSUES.

>> ARE YOU PLEASED WITH THE WAY THE TRUMP ADMINISTRATION HAS HIRED LATINOS?

WHAT IS THE ROLES, HOUR WHO ARE THE PROMINENT ONES?

>> SURE.

IF YOU ARE FOLLOWING THE SOCIAL MEDIA AND THE MEDIA, ESPECIALLY WITHIN THE LATINO PRESS YOU WILL SEE SOME FAMILIAR FACES, JENNY CORN WHO WORKED AT THE REPUBLICAN NATIONAL COMMITTEE.

SHE HAS A VERY SENIOR POSITION IN ADVICE ADVISING THE PRESIDENT BUT ORGANIZING THE GRASSROOTS, THE PUBLIC ENGAGEMENT AND BRING ING AND HOSTING EVENTS AT THE WHITE HOUSE BUT STRATEGICALLY THINKING ABOUT WHO THE PRESIDENT SHOULD MEET WITH.

SHE HAS THE COUNTERPART IN THE VICE PRESIDENT'S OFFICE WHO IS ALSO VERY FOCUSED ON ENGAGEMENT AND GETTING SUPPORT WITH BUSINESS INTERESTS, SOCIAL GOOD ORGANIZATIONS, THAT ARE FOCUSED ON UNDERSERVED COMMUNITIES AND MAIN STREAM EVENTS, TOO, JUST TALKING ABOUT GETTING THE ECONOMY GOING AGAIN.

WE SEE OUR NEW TREASURER OF THE UNITED STATES IS ALSO A LATINA.

BUT IN MORE SENIOR CABINET POSITIONS, ASIDE FROM THE DEPARTMENT OF LABOR, THERE REALLY WASN'T A BIG MOVEMENT IN HIRING LATINOS THROUGHOUT FILL THE POSITIONS.

I THINK YOU ARE GOING TO SEE MORE OF THAT.

MORE INDIVIDUALS ARE LOOKING TO ACCEPT THOSE POSITIONS AND THEY SHOULD BE ANNOUNCED SOON.

IS IT SWEEPING?

NO.

WAS IT THE FIRST... >> ARE HISPANICS DISAPPOINTED?

>> THE SENSE IS THAT THESE HAVE GOT GOLDEN RINGS THAT COME AROUND.

THE OPPORTUNITY TO WORK FOR A REPUBLICAN ADMINISTRATION IS SOMETHING PEOPLE WAIT THEIR ENTIRE LIVES FOR.

THEY WORK ON THE STATE LEVEL AND THE GRASSROOTS LEVEL, THE NATIONAL LEVEL.

THEY HAVE THE PEDIGREE, THE RELATIONSHIPS, THE NETWORK, THEY DID THE SWEAT EQUITY TO GET THERE.

BUT DONALD TRUMP DIDN'T COME THROUGH AS A TRADITIONAL REPUBLICAN.

HE WAS AN OUTSIDER SO YOU ALMOST HAVE THE TRUMP SUPPORTERS AND THEN THE ESTABLISH ESTABLISHMENT REPUBLICANS AND SOMETIMES THEY DON'T NECESSARILY MEET.

I HAVE COLLEAGUES WHO HAVE SAID THEY HAVE VERY ESTEEMED CAREERS, VERY PROFESSIONAL, THEY DON'T NECESSARILY WANT TO TAKE THE PUBLIC RISK OF JOINING THE ADMINISTRATION.

AT THE SAME TIME THERE ARE MANY PEOPLE WHO WOULD THINK IT'S AN HONOR AND A PRIVILEGE TO SERVE.

IT'S JUST A NEW ADMINISTRATION.

IT'S A DIFFERENT STYLE AND... >> BUT WHAT ABOUT VOTERS?

LET'S TALK ABOUT... >> THE VOTERS, OKAY.

WELL IT DEPENDS WHERE YOU LIVE.

YOU KNOW, IF YOU ARE IN A RED STATE LIKE TEXAS AND YOU ASK LATINOS FOR TRUMP IF THEY STILL ARE LATINOS FOR TRUMP, THEY SAY ABSOLUTELY.

THEY LOVE WHAT HE IS DOING, HE IS NOT GOING TO THE SPECIAL INTERESTS.

IF YOU ASK LATINOS IN CALIFORNIA , THEY'RE STARTING TO MOBILIZE.

THEY'RE STARTING TO RUN, FOR EXAMPLE, CALIFORNIA 45 WHICH HAD THE DISTRICT YOU HAD NUMEROUS YOUNG MILLENNIAL TYPE LATINOS RUNNING FROM BERNIE SANDERS PLATFORM TO A CF TIFF DEMOCRAT.

IT HAS AWAKENED A NEW POLITICAL MOVEMENT ON THE WEST COAST.

IT'S JUST DIFFERENT DEPENDING ON KIND OF YOUR PERSPECTIVE, YOUR VIEW OF REPUBLICANISM AND PARTICULARLY WASHINGTON.

>> WHAT DO YOU THINK DEMOCRATS SHOULD DO IN 2018 AND IN 2020 ABOUT WINNING MORE HISPANIC VOTES?

>> SURE.

THE KEY ABOUT LATINO VOTE IS TO UNDERSTAND THAT IT'S LIKE MOLD ING GEL LOW.

-- JELLO IT'S A FLUID SET UNTIL IT SETS.

IT MAY NOT SET FOR TWO OR THREE GENERATIONS.

IT'S AN EXTREMELY DIVERSE COMMUNITY THAT IS EXTRAORDINARILY YOUNG.

SO BOTH PARTIES NEED TO THINK OF LATINOS AS A JUMP BALL.

NOT SOMETHING THAT IS GOING TO BE BEHOLDEN, ESPECIALLY MILLENNIAL, TO PARTY I.D.

THEY'RE NOT GOING TO EMBRACE THE DONKEY OR THE ELEPHANT.

SHEER GOING TO LOOK AT THE INDIVIDUAL CANDIDATE AND THAT'S A GOOD THING FOR, TO KEEP OUR DEMOCRACY STRONG.

>> I WAS JUST DOING SOME RESEARCH ABOUT IMMIGRATION AND ACTUALLY BECAUSE OF TRUMP'S RHETORIC ON AGAINST MEXICANS AGAINST HISPANICS GENERALLY, CENTRAL AMERICAN IMMIGRATION BOTH LEGAL AND ILLEGAL AS WELL AS MEXICAN IS DROPPING PRECIPITOUSLY.

AND THEY'RE BEING ALMOST CAUGHT UP BY SOUTH ASIAN IMMIGRATION, A LOT OF PEOPLE FROM INDIA, FOR EXAMPLE.

AND THEY'RE MORE EDUCATED.

THEY'RE COMING OVER WITH COLLEGE DEGREES AS OPPOSED TO HISPANICS WHO WERE, 80% OF HISPANICS WHO ENTER THIS COUNTRY DON'T EVEN HAVE A HIGH SCHOOL DIPLOMA.

SO WHAT IS THAT... FIRST OF ALL, WHAT DOES THAT SAY TO YOU ABOUT WHAT BOTH PARTIES SHOULD BE DOING ON IMMIGRATION AND WHAT DOES IT SAY TO YOU ABOUT LATINO LOYALTY OR HISPANIC LOYALTY TO THE REPUBLICAN PARTY?

>> WELL I THINK REPUBLICANS HAVE BEEN TRYING TO BUILD HISPANIC LOYALTY GOING BACK TO NIXON.

CERTAINLY IT WASN'T UNTIL RONALD REAGAN THAT YOU REALLY STARTED TO HAVE ORCHESTRATED CAMPAIGNS THAT WERE EFFECTIVE BECAUSE IT REALLY EMBRACED THE IDEA OF BRINGING LATINOS, REGARDLESS WHERE THEY WERE BORN, INTO THE REPUBLICAN FOLD AS AMERICANS AND NOT KIND OF SILOING PEOPLE BASED ON ETHNICITY OR ONE OR TWO PARTICULAR ISSUES.

IT'S FASCINATING TO THINK ABOUT THIS WHOLE IMMIGRATION PARADIGM AND THE IMPACT IT IS HAVING ON ELECTIONS BECAUSE THE DEMAND FOR LABOR IS GOING TO CONTINUE TO INCREASE IN A ROBUST DYNAMIC ECONOMY.

WE NEED EDUCATED LABOR AND YOU SEE SILICON VALLEY EVERYBODY ARGUING FOR H 1 B, THE TECH VISA AND THOSE NUMBERS ARE NOT HIGH ENOUGH BUT YOU ALSO HAVE MAIN STREAM BUSINESSES AND STATES AND THEIR ECONOMIES RELYING ON THE LABOR AND THE LOW WAGE LABOR THAT COMES FROM THE FARM WORKERS OR OTHER TYPES OF VISAS.

THAT DEBATE IS GOING TO CONTINUE WHAT HAS TO HAPPEN THOUGH IS REPUBLICANS NEED TO BE STRONG AND UNDERSTANDING IF DONALD TRUMP IS GOING TO MOVE FORWARD WITH THE WALL, WHICH A LOT OF PEOPLE SAY HE IS AND THE FUNDING IS ALREADY STARTING TO BE THERE AND WE HAVE A LOT OF WALL BY THE WAY, IF YOU WANT TO CLOSE THE WALL, THAT'S ONE THING, THERE NEEDS TO BE MANY GATES.

THERE NEEDS TO BE A WAY FOR COMMERCE TO MOVE BACK AND FORTH.

THERE NEEDS TO BE A DEBATE THAT DOES NOT DEHUMANIZE ANY INDIVIDUAL IN THE WAY THAT KIND OF THE CAUSTIC HOT HOSTILE TONE THAT WE'VE HEARD NORMALLY FROM ... >> HE HAS CALMED DOWN GENERALLY SPEAKING, ABOUT EVERY ISSUE.

HE STILL HAS HIS MOMENTS, BUT... >> THOSE ARE CRINGE WORTHY MOMENTS.

>> THAT'S WHAT I... CRINGE WORTHY, THEY MAKE IT EXTREMELY HARD TO, I'LL TELL YOU, ON ONE HAND YOU SPEAK TO INDIVIDUALS WHO HAVE THOUGHT ABOUT RUNNING FOR OFFICE WHO SAID I'M GOING TO KEEP MY POWDER DRY.

I'M GOING TO WAIT IT OUT A COUPLE OF YEARS BECAUSE IT IS DISRIPTING WASHINGTON IN MANY SENSES AND IF YOU ARE A LATINO WHO DOESN'T NECESSARILY LIVE IN A RED DISTRICT, YOU MAY WANT TO WAIT IT OUT ESPECIALLY IF YOU ARE IN A PURPLE AREA, BUT I THINK FOR THE LEFT, IT'S GIVEN THEM AN OPPORTUNITY TO EMBOLDEN A NEW GENERATION.

IF YOU THINK ABOUT THE FACT THAT 44% OF THE LATINOS THAT ARE ELIGIBLE TO VOTE ARE YOUNG MILLENNIALS, IT IS REALLY THIS YOUNGER VOTER THAT IS GOING TO SHAPE THE NEXT SEVERAL ELECTION CYCLES ESPECIALLY WHEN IT COMES TO RUNNING FOR PRESIDENT.

>> AND I KNOW A WOMAN FROM BOLIVIA, VERY ACTIVE IN HER LOCAL BO LIVIAN COMMUNITY AND SHE SAID THEY WERE ALL VOTING FOR TRUMP THEY R. BECAUSE THEY CAME HERE LEGALLY.

THEY DIDN'T LIKE SEEING THE CENTRAL AMERICANS COMING HERE ILLEGALLY AND THEY SUPPORTED THE GUY, TRUMP, LIKE TRUMP BECAUSE I WAS THINKING AFTER WHAT HE SAID ABOUT THE JUDGE, ABOUT IMMIGRANT S GENERALLY SPEAKING, HOW COULD SOMEBODY, YOU KNOW, WHO COMES FROM A LATINO COUNTRY AND SPEAKING THE LANGUAGE SUPPORT A CANDIDATE LIKE THAT?

>> THERE ARE SOME PEOPLE WHO FELT THAT THE PRESIDENT WAS TONE DEAF, THAT HE DIDN'T REALLY UNDERSTAND HOW IT WAS HEARD WITHIN THE HISPANIC COMMUNITY.

DID HE HAVE PEOPLE AROUND HIM THAT COULD GUIDE HIM ON THOSE EFFORTS, BUT THE ONE THING ABOUT THE PRESIDENT, HE IS EXTRAORDINARILY AUTHENTIC.

THIS IS HOW HE SEIZE THE WORLD.

THIS IS HOW HE SAYS IT.

PEOPLE FIND THAT REFRESHING.

BUT TO THE BIGGER POINT PEOPLE FELT IF YOU VIOLATED OUR RULE OF LAW, IF YOU HAD NO RESPECT FOR THE RULE OF LAW ON IMMIGRATION, ON ANY OTHER ISSUES, THEN HOW COULD YOU EXPECT TO SUSTAIN A ROBUST ECONOMY, A ROBUST DEMOCRACY.

THAT'S REALLY WHERE A LOT OF PEOPLE KIND OF FUNDAMENTALLY FELT.

IF YOU CAME HERE ILLEGALLY, I UNDERSTAND MAYBE WE HAVE SOME COMPASSION CERTAINLY FOR THE DREAMERS.

I THINK, YOU KNOW, FOR THE UN DOCUMENTED STUDENTS WHO WERE BROUGHT HERE AT A VERY YOUNG AGE BUT WHAT IS THE RIGHT APPROACH, THE RIGHT BALANCE?

AND THE TRUTH IS IT'S NOT GOING TO BE THIS CAUSTIC HOT LANGUAGE ON THE RIGHT AND IT'S NOT GOING TO BE WIDE OPEN BORDERS ON THE LEFT.

IT'S GOING TO BE A SENSIBLE MIDDLE.

HOPEFULLY THAT'S SOMETHING THAT PRESIDENT TRUMP MAY BE ABLE TO ACCOMPLISH.

>> WHAT ARE YOUR CONCERNS, JUST GENERALLY SPEAKING ABOUT YOUR PARTY MOVING FORWARD AS A CONSERVATIVE LATINA?

>> WE NEED TO BE MUCH MORE YOUNG LATINA VOTERS ARE REALLY GOING TO SHAPE THE FUTURE.

THEY DON'T HAVE THE SAME SENS IBILITY THAT WE DID EVEN A GENERATION AGO.

>> ARE THEY AS RELIGIOUS AS THEIR PARENTS?

>> IT'S FAITH ORIENTED.

IF ANYTHING IS CONSISTENT, THE EVANGELISM OF LATINOS IS CONTINUING TO BE VERY STRONG, IT'S STRONG IN NON-TRADITIONAL HISPANIC STATES AND YOU ARE SEE ING THAT MOVEMENT AND THEY'RE STARTING TO JUST NOW EXERCISE AND STRETCH THEIR POLITICAL POWER.

WHICH IS SOMETHING THE BLACK COMMUNITY HAD DONE FOR DECADES BUT IT'S VERY NEW BECAUSE OF, YOU KNOW, CHARISMATIC CATHOLIC AND THE PROTESTANT MOVEMENT WITHIN THE LATINO COMMUNITY.

THAT IS TRUE.

ENTREPRENEURIAL LATINOS ARE LOOKING TO HAVE ACCESS TO CAPITAL.

THEY'RE LOOKING FOR REGULATION TO BE SMALLER.

THEY NEED TO GET ON THE ONRAMP FOR MAIN STREAM BUSINESS FASTER AND IT GOES A STEP FURTHER.

IN CORPORATE AMERICA THEY ARE LOOKING FOR DIVERSITY ON THE BOARDS.

DIVERSITY AT SENIOR LEADERSHIP IN THE SUITES, SOMEWHERE THAT THEY FEEL THEY'RE CULTURALLY ACCEPTED.

THE THING ABOUT LATINO THAT I ALWAYS TRY TO EXPLAIN TO PEOPLE IS WE ARE FINDING OUR WAY.

IT'S NOT LIKE I'M LATINO AND I'M THIS AND I'M THAT.

IT'S A FLUID PROCESS.

LIKE A LOT OF US IN OUR CAREERS, AND LEARNING HOW TO GET ENGAGED IN DIFFERENT WAYS POLITICALLY SOME WILL RUN FOR OFFICE, SOME WILL RAISE MONEY, SOME WILL HAVE SOCIAL ADVOCACY GROUPS BUT THEY'RE GOING TO DO IT DIGITALLY AND DO IT IN THE WAYS THE OLD RULES DON'T APPLY AND WE HAVE TO KEEP UP.

WE HAVE TO ENGAGE AND WE HAVE TO RESPECT.

I THINK WITH YOUNG PEOPLE THAT'S THE THING WE ALL SOMETIMES FORGET.

>> I WANT TO TOUCH ON YOUR ENTREPRENEURIAL BACKGROUND AND ALL YOU'VE DONE BECAUSE YOU ARE TRULY A DIGITAL WHIZ.

I REMEMBER YOU HAVING AN INSTAGRAM ACCOUNT OR A TWITTER ACCOUNT, I'M SORRY, WHEN YOU DID THE SHOW.

THIS GOES BACK LIKE 15 YEARS.

AND YOU ALREADY HAD THOUSANDS OF FOLLOWERS WHEN I WAS JUST TRYING TO FIGURE OUT WHAT TWITTER WAS.

BUT ANYWAY, WHAT ARE YOU DOING ON YOUR MARKETING SIDE?

LET'S SHIFT TO YOUR MARKETING SIDE.

>> SURE.

>> TELL ME ABOUT HOW COMPANIES ARE MARKETING TO LATINAS.

>> THE INTERESTING PART IS I LEFT WASHINGTON AFTER 17 YEARS AND WENT TO THE WEST COAST TO REALLY UNDERSTAND MORE ABOUT MOBILE TECHNOLOGY, MOBILE MARKET ING DATA ANALYTICS AND PROPENSITY BUYING BECAUSE THERE WAS NOT NECESSARILY PROPENSITY VOTING ON MOBILE.

AND REALLY IF YOU WANT TO SEE WHEN ARE THE COUNTRY IS GOING IN TERMS OF THOSE TECHNOLOGIES AND THE CONVERGENCE OF THAT AND WHETHER IT'S COMMERCE OR MEDIA, YOU HAVE TO BE SILICON BEACH OR SILICON VALLEY.

IT'S ONE OF THE MOST REMARKABLE PLACES IN THE WORLD.

THERE ARE NOT A LOT OF WOMEN THERE.

>> YOU ARE A NORTHERN GAL.

>> I SPENT TIME IN NORTHERN CAL BUT SET UP IN SILICON BEACH TO BE AROUND VERY ITERATIVE COMPANIES AND INDIVIDUALS.

IT'S A DIFFERENCE FROM POLITICS.

POLITICS IS SLOWER, IT IS MEANT TO BE GRIDLOCK MOVING.

OVER THERE YOU ARE ALREADY LATE WHEREVER YOU ARE.

YOU ARE ALWAYS LIKE TWO DAYS BEHIND.

YOU DON'T EVEN KNOW YOU ARE BEHIND UNTIL YOU GET THERE.

BUT THE FRESH IDEAS AND THE NEW WAYS TO USE TECHNOLOGY, TO SPREAD MESSAGES AND HELP COMPEL BRANDS, I THINK THAT'S WHAT BRANDS ARE LOOKING AT NOW IS HAVING SOMETHING DONALD TRUMP HAS BEEN ABLE TO DO VERY AUTHENTIC ONE ON ONE CONVERSATION WITH PEOPLE.

TECHNOLOGY ALLOWS TO YOU DO THAT >> HOW?

>> IT'S UNFUNDAMENTALLERRED AND -- ITS UNFILTERED.

>> ARE YOU TALKING ABOUT ADS ON YOUR CELL PHONE OR ADS ON FACEBOOK?

>> IT'S REALLY FUNNY.

IN BRANDING PARTICULARLY IT USED TO BE A VERY SWEEPING WELL KIND OF COMPOSED STRUCTURED AD.

BUT THE THING PARTICULARLY YOUNG PEOPLE ARE PEOPLE GOING TO 44, WE CALL THAT YOUNG, ARE RESPOND ING TO ARE REAL PEOPLE.

IT'S NOT NECESSARILY A CONTRIVED OR VERY MANUFACTURED.

IT'S SOMETHING THAT'S MESSY.

IT'S SOMETHING THAT IS HONEST IS ALWAYS GOING TO GET THE BETTER RESPONSE AND IT'S ALSO COMPANIES THAT ARE REALLY COMMITTED TO THE IDEA OF THEIR KIND OF SOCIAL GOVERNANCE, THEIR ROLE AND THAT'S WHAT YOU ARE SEEING MORE PEOPLE ATTRACTED TO.

WHAT IS THERE... >> TELL ME ABOUT THE USE OF BIG DATA TO TARGET PARTICULAR GROUPS , LIKE LATINAS, LIKE WOMEN OF COLOR?

>> IN HOLLYWOOD ALL THE TALK IS LATINO, LATINO CONSUMERS, PEOPLE THAT OPEN... LATINOS A LARGER% GO TO OPENINGS FOR ANY MOVIES.

MAJOR MOTION PICTURE INDUSTRIES WITH TRAILERS AND TEASERS IN SPANISH, BICULTURAL, BILINGUAL AND DONE IN MULTIPLE FORMATS.

YOU WILL HAVE SOME THAT TARGET EVANGELICAL CAL IN SPANISH BECAUSE THEY KNOW THEY LIKE PARA NORMAL MOVIES.

IT IS AMAZING HOW THAT IS A FOCUS AND YOU HAVE SEEN THE TRANSFORMATION IN HOLLYWOOD.

THERE ARE MORE SHOWS NOW THAT ARE EITHER WITH LATINO CHARACTER S OR JUST KIND OF RAISING IT BEYOND TRADITIONAL STORIED LINES BUT SOMETHING UNIQUE AND DIFFERENT ABOUT FAMILY AND THAT IS I THINK WHERE THE KUN THEIR IS GOING.

IT'S NOT THAT IT'S GOING TO BE SILOED AS THIS LATINO THING, IT'S JUST AN AMERICAN THING.

THERE ARE POCKETS OF CHANGE THAT ARE BLENDING AND IT'S NOT JUST LATINO.

IT'S ASIAN... >> TELL ME ABOUT, WE WERE TALKING EARLIER BEFORE WE START ED TAPING THE SHOW, TELL ME ABOUT THE ACTUAL HOW THE MEGA DATA, HOW IT'S USED, HOW COMPANIES THAT YOU ARE WORKING WITH ARE USING TECHNOLOGY TO TARGET THOSE PEOPLE?

>> WELL, THERE IS A LOT OF TECHNOLOGY AVAILABLE TO REALLY GET AN UNDERSTANDING OF WHAT CONSUMERS WANT.

THERE IS EVERYTHING THAT THEY BUY FROM MAJOR DATA HOUSES LIKE AXIOM OR, JUST... >> AND WHAT DO THEY BUY WHERE YOU LIVE, YOUR NAME, EMAIL ADDRESS IN.

>> SURE.

THEY'RE TRYING TO GET TO PROPENSITY BUYING BEHAVIORS.

SO WHAT KIND OF THINGS DO YOU LIKE TO BUY.

HOW OFTEN DO YOU BUY THEM?

WHAT KIND OF ECONOMIC ZIP CODE DO YOU LIVE IN?

YOU CAN LAYER ON, IT'S REALLY ABOUT LAYERING SO YOU ARE LAYER ING ON ALL THESE DIFFERENT PIECES OF INFORMATION TO GET A PROFILE AND AN UNIDENTIFIED PROFILE BUT A PROFILE OF AN INDIVIDUAL, PERHAPS A FEMALE WHO LIKES TO BUY THESE TYPES OF THINGS.

MOST PEOPLE SEE IT IN REAL LIFE WHERE THEY CLICK ON A SHOE AND THEY DON'T BUY IT BUT THAT SHOE FOLLOWS THEM EVERYWHERE THEY G. THAT'S THE JOKE OF HOW IT IS RE DIRECTING ADVERTISING BACK AT YOU MULTIPLE TIMES TO TRY TO GET A CLICK RATE, TO TRY AND REALLY WHAT MAJOR COMPANIES ARE TRYING DO IS GET YOU INTO THE SHOPPING CART, INTO THAT E-COMMERCE EXPERIENCE AND GET TO YOU CLOSE AND CHECK OUT OF THAT SHOPPING CART BECAUSE A LOT OF PEOPLE, A LARGE PERCENTAGE LEAVE GOODS IN THE SHOPPING CART.

SO IF YOU... >> I DO IT ALL THE TIME.

>> YOU HAVE OPEN SHOPPING CARTS ALL OVER THE PLACE.

DON'T.

>> DON'T MAKE ME SIGN IN AND REGISTER.

LET ME CHECK OUT AS A GUEST.

BECAUSE IF YOU TRY TO FORCE ME WHICH SOME COMPANIES DO, TO SIGN UP, I'M NOT GIVING ALL THAT INFORMATION TO YOU.

>> SO THE IDEA IS UNDERSTANDING WHAT ARE THE LOW BARRIERS TO GET YOU ENGAGED IN THE NEW E-COMMERCE KIND OF ECONOMY AND CHECKED OUT WITH YOUR POCKETBOOK AS, YOU KNOW, AS EASILY AS POSSIBLE.

YOU DON'T EVEN HAVE TO HAVE YOUR CREDIT CARD ANYMORE.

YOU PUT IT IN ONCE AND SWIPE IT WHERE YOU GO.

>> THEY HAVE NO COMPUNKS ABOUT OVERDOING IT, DO THEY?

DO THEY EVER THINK, GOD, I'VE EMAILED THIS PERSON FIVE TIMES TODAY.

MAYBE I SHOULD STOP.

>> WELL, THAT GETS A LOT INTO DIFFERENT AD TECH THAT I'M NOT AS FAMILIAR WITH BUT I WOULD SAY THAT THERE IS ALWAYS A CONVERSATION ABOUT WHAT WORKS YOU MAY BE ANNOYED BUT DO YOU ULTIMATELY BUY THE SHOE?

THAT'S WHERE IT IS COMING TO.

IF IT ITSELF EFFECT EFFECTIVE THEY'RE GOING TO KEEP USE IT BUT IT IS ALWAYS CHANGING.

THERE ARE REGULATIONS THAT ARE ACTUALLY PUT IN PLACE THAT, YOU KNOW, MULTIPLE MECHANISMS THAT CAN, YOU KNOW, CHANGE THE WAY THAT INDIVIDUAL KIND OF DATA COMPANIES AND AD COMPANIES CAN TARGET YOU.

SO THERE ARE PROTECTIONS THERE.

>> SHOULD PEOPLE BE WORRIED.

SHOULD WE BE WORRIED ABOUT COMPANIES KNOWING TOO MUCH ABOUT US?

I SPECIALLY FEEL WHILE I THINK THE INTERNET IS WAY OVERLOADED WITH ADS, POPUPS, THIS AND THAT, THEY'VE INVENTED ALL KINDS OF THINGS TO KEEP YOU AWAY FROM THE CONTENT YOU ARE TRYING TO SEEK AND BUTTON BUTTONS YOU HAVE TO PUSH TO GET OUT OF IT.

BUT I GENERALLY ALSO FEEL THAT IF THEY KNEW MY NAME AND ADDRESS AND THAT I LIKE A CERTAIN KIND OF DRESSES, I DON'T REALLY CARE.

>> MANY PEOPLE WOULD ARGUE THAT, THAT IT'S FOR EASE OF USE TO MAKE YOUR LIFE EASIER AND YOUR EXPERIENCE BETTER BECAUSE IT'S ABOUT YOUR USER EXPERIENCE.

IT'S EXCITING.

IT'S GOOD FOR YOU AND IT ULTIMATELY YOU REWARD THEM BY PURCHASING THESE ITEMS SO IT'S EASE OF USE FOR YOU, THINGS THAT WORK.

FOR EVERY TIME THAT YOU SAY THERE ARE POPUP ADS SOMEONE IS DESIGNING SOMETHING TO STOP THE POPUP ADS.

THERE IS A GAME BACK AND FORTH OF WHERE THE RIGHT BALANCE IS.

SOME PEOPLE THINK IT'S WONDERFUL TO HAVE EASE OF USE ESPECIALLY YOUNG PEOPLE WHO WANT EVERYTHING INSTANT GRATIFICATION, RIGHT AWAY, COUPONS, THERE IS A COUPON , YOU KNOW, PLUG IN CALLED HONEY WHICH YOU CAN BUY AND EVERY SITE YOU GO TO IT TELLS YOU IF THERE IS A DISCOUNT.

THAT'S ONE WAY TO SAVE MONEY.

A LOT OF PEOPLE APPRECIATE THAT BUT IT POPS UP EVERY E-COMMERCE THAT YOU GO TO SO YOU CAN CALL IT A NUISANCE OR A CONVENIENCE BUT IT'S SOMETHING YOU CHOSE TO PARTICIPATE IN.

IT JUST DEPENDS HOW YOU USE THE TECHNOLOGY AND HOW AND HAVING CONTROL TO SOME EXTENT WHAT ADS YOU CAN SET PARAMETERS ON WHAT FOLLOWS YOU.

>> BUT SEE AD BLOCKS ANY TIME I EVEN TRY TO BLOCK COOKIES, 50% OF THE SITES WON'T LET ME ON BECAUSE I'M BLOCKING COOKIES SO HOW DO YOU USE AD BLOCK... IS IT POSSIBLE TO LOG ON AND DO A SEARCH FOR SOMETHING AND NOT GET HIT WITH ALL THESE ADS?

BECAUSE IT IS GETTING TO THE POINT, I THINK, WHERE IT'S TOO MUCH ADVERTISING ON THE INTERNET IT'S ANNOYING AND IT'S... >> RIGHT.

I DON'T KNOW THAT I'M THE ONE TO ANSWER THAT QUESTION BECAUSE AND THE REASON I SAY BONNY, IT CHANGES SO MUCH AND SO FAST THAT EVEN 18 MONTHS AGO IS DIFFERENT FROM WHERE IT IS TODAY.

>> OKAY.

WELL, THANK YOU SO MUCH.

THIS WAS TERRIFIC.

AND WE'LL HAVE TO DO IT AGAIN SOON.

>> THERE ARE SO MANY DIFFERENT CONVERSATIONS AND TECHNOLOGY ONLY MAKES IT EASIER TO HAVE THEM.

>> THANK YOU LESLIE SANCHEZ FOR ALL YOUR TIME AND ALL YOUR IN SIGHTS.

THAT'S IT FOR THEY DIGS.

PLEASE FOLLOW ME ON TWITTER AT BONNY AND TO THE CONTRARY.

VISIT OUR PBS.ORG/TO THE CONTRARY WEBSITE AND WHETHER YOU AGREE OR THINK TO THE CONTRARY, PLEASE JOIN US NEXEXT TIME.

♪ ♪ FOR A TRANSCRIPT OR TO SEE AN ONLINE VERSION OF THIS EPISODE OF "TO THE CONTRARY" PLEASE VISIT OUR PBS WEBSITE AT WWW.PBS.ORG/TOTHECONTRARY.