TrueX delivers higher engagement and attention metrics for advertisers by offering viewers interactive, choice-based ad experiences that replace traditional commercial breaks in streaming content.
Last updated Feb 21, 2026 by AI Enrichment
Leader in attention-based and interactive advertising for premium video and streaming TV
TrueX, founded in 2009, pioneered interactive advertising technology that allows viewers to engage with branded content in exchange for ad-free viewing experiences. The company developed the 'ad selector' format where users can choose to interact with a single branded experience instead of watching multiple traditional commercials. This approach has been particularly successful in connected TV (CTV) and over-the-top (OTT) streaming environments. In 2014, TrueX was acquired by Twenty-First Century Fox (21st Century Fox) and became part of Fox Networks Group. Following Disney's acquisition of Fox assets in 2019, TrueX became part of the Disney Advertising Sales organization. The platform serves major advertisers and premium publishers, focusing on delivering measurable attention and engagement metrics rather than traditional impression-based advertising. TrueX's technology has evolved to encompass various interactive ad formats across streaming platforms, gaming environments, and digital video. The company positions itself as a leader in attention-based advertising, providing brands with deeper engagement opportunities and viewers with more control over their ad experiences.
Interactive ad format allowing viewers to choose a single branded engagement in exchange for ad-free content viewing
Platform for creating and managing interactive ad experiences across streaming and digital video
Analytics and measurement tools focused on attention metrics and engagement quality