Mario Cruz started Choose Digital as the CTO with co-founder and CEO Stephen Humphreys 2011. What they built is a unique and innovative “private label” digital marketplace that allows companies like SkyMall, Marriott and United Airlines to incorporate digital content into their sales and marketing strategies. The content, consisting of digital music, movies, TV shows, eBooks and audiobooks, is current, wide and sourced directly from global record companies, major studios, and publishers. New categories including apps, games, and magazines are currently under development. The market positioning of Choose Digital is agnostic – they have no consumer-facing brand nor any direct relationship with end customers. Choose Digital – an active sponsor of Miami tech events such as hackathons and the inaugural MIA Music Summit earlier this year – recently moved from Coral Gables into new offices in Wynwood, "the tech hub of South Florida," said Cruz. “We love Miami, we love the growing tech scene, we are staying.” This is the winning strategy that positioned Choose Digital for an acquisition by Viggle, a New York-based public company, in an all-stock transaction valued at about $9 million.