Jorge Oller, founder and CEO of Tribu Group, knew they were in a race against time. After several years and attempts to explore the digital world, Tribu Group, the advertising consortium from Costa Rica, was still far from success in digital advertising. The advertising world was changing frantically. By early 2011 the outlook was complex, uncertain and even frustrating. The delay was not due to lack of vision, concrete action, or underestimation of the problem. Quite the opposite: the company started early and had even been a pioneer in the region. However, the results were never the ones expected and Jorge Oller was increasingly concerned. Globally, the traditional advertising industry was experiencing a stage of stagnation. Oller felt this could not be ascribed solely to the recent financial crisis in 2009 which also hit both Latin and Central America.