This document provides an introduction and background about Jorge Luis Soto, a serial technology founder and current co-founder and CEO of Freedeo. It discusses his experience founding several startups since 2003 in various technologies. It then provides a brief overview of what ad tech is and discusses the history and evolution of digital advertising screens from print to mobile/apps to emerging virtual and mixed reality. It outlines several case studies and lessons learned from Soto's experience scaling startups like MoPub, which was acquired by Twitter in 2013.

1. ADTECH 101
By: Jorge Luis Soto
Co-founder & CEO at Freedeo.io
@Sotoventures

2. Who the fu%k am I?
“Serial technology founder” since 2003
Campus Communications (WiMax, Mesh Networking, 2003)
Sotowireless Communications (WiFi as a service, 2004)
MyTripz (social network for travel, 2005)
MusiqJive (MTV for local musicians, 2007)
HotBar (Conduit clone, white-label browser toolbar, 2008)
PrentNow (SaaS for property managers), 2008)
Incubator55 (SaaS for market researchers at brands, 2009)
Feedgen (SaaS for inside sales reps, 2009)
Sales4Startups (B2B Sales Education for Startups, 2011)
Dashtab (2nd try at Feedgen, 2014)
Sotoventures Media (Educational media for startup founders, 2015)

3. 12
NEVER
QUIT.
EVER.

4. Who the fu%k am I?
Today, Co-founder and CEO at Freedeo, “Uber for Video Production”
However, I did take jobs:
Door-to-door sales with Southwestern Company
KickApps, SaaS for Online Communities
MoPub, 1st hire, grew prospecting,
sales operations, inside sales, sold to Twitter in 2013.

5. WHAT IS AD TECH?
“Ad tech is short for “advertising technology.” The term refers commonly to all
technologies, softwares and services used for delivering, controlling and targeting
online ads” - TUBEMOGUL

6. LETS LOOK

7. Let’s go back into history…
Print Radio (audio) TV (audio/visual)

8. Then the internet
changed everything
Print
.com

9. then, #mobile. apps, etc
Phones Tablets Watches IPTV

10. next, virtual & mixed reality
VR Headsets Glasses

11. What do all of these
screens in common?

12. What companies
can you launch?

13. What is the current
need for LATAM publishers?

14. What is the current
need for LATAM brands?

15. Case Study:
MoPub (Now Twitter)

16. Case Study:
PUBLISHER FOCUSED

17. Case Study:
SUPPLY SIDE SALES

18. Case Study:
DEMAND SIDE

19. Case Study:
MY SCALE LEARNINGS

20. Case Study:
2013 EXIT TO TWITTER

21. IT’S OVER!
FOLLOW ME!!!

22. @SOTOVENTURES