Built in Puerto Rico, for Puerto Rico
Naboria AI unifies offsite reach with onsite retail media in a single activation engine — designed around the island's distribution geography, bilingual shoppers, and retail sector rather than retrofitted from a mainland playbook.
Built by Someone Who Has Done It at Scale
Naboria is founder-led, and the person building it spent most of a decade inside retail media infrastructure.
Héctor is a software engineer and data science leader from Puerto Rico with more than 20 years of industry experience. He holds a PhD in Computer Science & Engineering from the University of Michigan, where he is also a Faculty Lecturer.
He spent seven-plus years at Criteo leading retail media engineering — Senior Data Engineer, then Staff ML Lead, then Engineering Manager of Retail Media Ad Serving — building ad-serving systems that processed hundreds of millions of events daily, along with the ML behind sponsored product ranking, budget pacing, and auction optimization. He later worked on offsite retail media ML pipelines at Symbiosys, and is currently Senior Engineering Manager of the Autonomy Data Platform at Woven by Toyota.
Earlier in his career he was a Software Development Manager at Charles Schwab (thinkorswim trading platform) and a Software Development Engineer at Amazon. He holds a Retail Media Platform Certification and a patent in quantum computing simulation.
Our Market
A $10B+ retail sector on an island where the existing tools were never designed to work.
Puerto Rico
Puerto Rico is a US territory in the northeastern Caribbean with roughly 3.2 million residents. It is bilingual, operates under a US legal framework and US currency, and has growing tech and startup ecosystems — a distinctive launchpad for reaching both US and Latin American audiences.
The Caribbean
Beyond Puerto Rico, the Caribbean spans 700+ islands and more than 45 million consumers across dozens of markets. Puerto Rico's position — US-regulated, bilingual, well-connected — makes it a natural base from which to extend unified activation across the region.
Why It Matters
In fragmented island markets, generic mainland ad tools leave money on the table: no activation tuned to local distribution routes, no native WhatsApp workflow, no measurement built for store-level geography. Naboria is built for conditions where every distribution mile counts and every wasted impression costs more.
What Makes Us Different
Why Naboria is not just another retail media tool.
Outcomes, Not Impressions
Traditional tools optimize for clicks and impressions because those are the metrics they can see. Naboria optimizes for physical sell-through, moving budget toward the campaigns, channels, and geographies actually driving sales.
Cross-Funnel, One Engine
Build a campaign once and Naboria deploys it across every connected surface — offsite today, onsite as those networks integrate. No console-hopping, no reconciling six sets of metrics. One platform, one budget, one report.
Built for Puerto Rico
Native WhatsApp activation, bilingual creative workflows, and Waze coverage tuned to the island's distribution routes. Designed from day one for this market rather than adapted after the fact.
Closed-Loop Attribution
Geo-lift measurement — difference-in-differences with permutation tests — establishes the incremental impact of each campaign. Which campaigns moved product, at which stores, by how much, feeding straight back into the next optimization cycle.
Understanding Retail Media
Background on the channel, multi-channel activation, and the forces shaping the category.
Retail Media — Wikipedia
An introduction to retail media as a channel: onsite sponsored products, offsite audience extension, and how retailers became significant advertising platforms in their own right.
Read MoreIAB Retail Media Standards
The Interactive Advertising Bureau's retail media hub — measurement standards for onsite and offsite placements, buyer's guides, and the definitions shaping the channel globally.
Read MoreWhat Is Retail Media? — Symbiosys
How retail media bridges brand advertising and point-of-purchase behavior, from onsite sponsored products through offsite audience extension and full-funnel strategy.
Read MoreRetail Media News — AdExchanger
Ongoing coverage of sponsored products, retail media network growth, offsite measurement, and the expanding role of first-party shopper data across both surfaces.
Read More