Disney Sells Ad-Tech Firm TrueX to Gimbal
Financial terms of the deal weren’t announced. Gimbal, the customer-facing name of PaeDae Inc., paid less than $100 million for TrueX, according to a person familiar with the matter.
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TrueX is best known for offering video-ad technology that asks users to interact with an ad before viewing content in exchange for fewer or no commercials. Some publishers use TrueX ad formats before TV shows or long-form videos on their sites and apps.
TrueX has pitched its approach as a way to improve both ad effectiveness and the experience for web users, among them, long-form digital video viewers accustomed to enduring multiple, often repetitive ad breaks.
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