TrueX

Pioneer of the engagement ad format in streaming and CTV advertising, now absorbed into Infillion

TrueX was an innovative AdTech company that pioneered the 'engagement ad' format, a model in which viewers could opt to interact with a single, immersive brand experience in exchange for an ad-free viewing session. This value-exchange approach was designed to benefit all parties: consumers gained a less interruptive experience, publishers maintained monetization, and advertisers received higher-quality, attentive engagement rather than passive impressions. The format proved particularly compelling in the connected TV (CTV) and streaming video environment, where viewer tolerance for traditional ad loads was low. Founded in 2007 and headquartered in New York City, TrueX attracted significant industry attention and was acquired by 21st Century Fox in 2014, later passing to The Walt Disney Company as part of Disney's acquisition of Fox's entertainment assets. Under Disney's ownership, TrueX's technology was deployed across major streaming platforms and helped shape the conversation around viewer-centric advertising in the OTT era. In September 2020, Disney divested TrueX to Gimbal, a location data and audience intelligence company, signaling a strategic shift toward combining TrueX's engagement ad technology with Gimbal's data capabilities. On March 1, 2022, Gimbal and TrueX jointly rebranded as Infillion, consolidating their combined capabilities — engagement advertising, location intelligence, and audience targeting — under a single unified brand. The TrueX brand no longer operates as a distinct entity; its technology and team live on within Infillion, which continues to serve brands, agencies, and publishers seeking high-impact, consent-based advertising solutions in the CTV and digital video space.