As privacy concerns and personalization efforts increase and converge, there is a flurry of activity among new and emerging companies eager to help retailers and brands solve complex business challenges. Will Decker has a front row seat to the happenings in the start-up world thanks to his role as Vice President of Brand and Retail Innovation at the Plug and Play Tech Center, a business incubator and accelerator located in Sunnyvale, Calif., in the heart of Silicon Valley. Since its founding in 2006, Plug and Play has worked with more than 220 corporate partners and 300 VC firms to raise more than $7 billion and help accelerate the growth of more than 2,000 startups, including 400 in 2017 alone.