It is no secret that technology is becoming an increasingly important part of productivity in all industries, and the farming industry is no exception. Brian Marshall is a Missouri farmer that has taken full advantage of available technology by using it to collect and process big data from his farm. His tractors are equipped with GPS systems and computer monitors so that they can drive themselves, but this is hardly the greatest upside of adopting this technology. The real benefit of these self-driving tractors is that they can intelligently plant different types of seeds and use the right kinds of fertilizer while optimizing nitrogen and potassium levels in the soil. This technology is both decreasing inputs and increasing outputs. Additionally, the data collected by these tractors can help pinpoint diseases in the crops before they break out and spoil the harvest. However, this is most effectively done by larger data firms with data on many different farms in a region which presents a huge potential issue: who owns the data? This question has inhibited many farmers of adopting cloud-based data services more quickly because evidently this data is invaluable to farmers who know how to use it. Many farmers, including Marshall, chose to only share the data with local, trustworthy farms, and are hesitant to trust large corporations who can profit immensely off of this data. Even though these companies assure the farmers that they own the data, these companies produce reports and products that benefit the corporations, not the farmers. This leads into the first oversight of this article, how would these companies use the data to benefit so greatly? Additionally, it did not discuss what the farmers are doing to ensure that their data is safe so they could also benefit from what corporations could do with their data. It seems that if there is an agreement between these two entities, they would all benefit from the increased data analytics. Finally, the article mentioned that companies including John Deere are adopting new technology, but did not go into more specifics. An article on Datafloq.com discusses this in more depth. Myjohndeere.com is a portal that farmers can use to see relevant information including weather, financial reports, fleet management, and any external add-ons that they choose. There is also a “Mobile Farm Manager” that allows farmers to see historical data pertaining to their farms (https://datafloq.com/read/john-deere-revolutionizing-farming-big-data/511). Overall, farmers such as Brian Marshall have seen the fruits of adopting technology in a seemingly traditional field, and the applications of this technology are only starting to be realized so it will be interesting to monitor how this technology expands in the future.