TrueX

Pioneer of the value-exchange engagement ad format for streaming and CTV environments, acquired by Fox and later merged into Infillion

TrueX was an innovative advertising technology company founded in 2007 that developed the 'engagement ad' format — a model where viewers could opt into a single, interactive ad experience in exchange for an ad-free content session. This value-exchange approach fundamentally challenged the traditional interruptive ad model by prioritizing viewer attention and consent, resulting in significantly higher engagement rates and brand recall compared to standard pre-roll or mid-roll formats. The platform was particularly well-suited for connected TV (CTV) and streaming environments, where viewer tolerance for traditional ad loads was low. TrueX gained significant traction with major streaming platforms and broadcasters, including partnerships with Hulu, Fox, and other premium content providers. Its technology allowed advertisers to deliver rich, interactive ad experiences — including games, surveys, and branded content — that viewers actively chose to engage with. This opt-in model generated measurable attention metrics and demonstrated genuine consumer intent, making it highly attractive to brand advertisers seeking quality over quantity. Fox Networks Group acquired TrueX in 2014, recognizing its strategic value in the rapidly evolving streaming landscape. Following Fox's acquisition, TrueX continued to develop its platform and expand its footprint in the CTV and OTT advertising space. In 2020, Gimbal acquired TrueX from Fox Corporation, and the combined entity was subsequently rebranded and merged into what became known as Infillion (formerly MediaMath's Gimbal). The TrueX brand and its distinct engagement ad technology were absorbed into Infillion's broader advertising platform, effectively ending TrueX's existence as a standalone brand. Its legacy endures in the industry's broader adoption of value-exchange advertising and attention-based metrics in streaming environments.