The Walt Disney Company has sold video ad-tech firm TrueX, which it acquired as part of its $71.3 billion purchase of 21st Century Fox, to mobile and location ad-tech company Gimbal.
Gimbal is buying TrueX to cash in on the connected TV boon, which has accelerated during the coronavirus pandemic as people stream more content while they stay at home.
“We are excited to join the Gimbal team. The combination of our value exchange-based approach to interactive video advertising and brand lift measurement, plus Gimbal’s offline attribution solution creates the first full-funnel advertising and measurement suite for connected TV and the entire digital ecosystem,” Pooja Midha, TrueX president, said in a statement
TrueX offers “value exchange” ads, such as surveys that consumers interact with in exchange for a lighter ad load.
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