true[X] and Global Agency Essence Launch Research and Innovation Partnership To Advance the Connected Living Room Experience

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New Innovation Partnership at the Frontier of Consumer Habits and New CTV-specific Attention-based Products and Formats. Other GroupM Agencies to Participate as Partnership Develops

true[X], the leading technology company building the next generation of attention-based video ad products and capabilities, and Essence, a global data and measurement-driven agency and part of GroupM, today announced a strategic innovation partnership focused on bringing high-quality, accountable advertising to the rapidly growing market of connected TVs.

The partnership includes development and trial of new CTV ad experiences, customized research to validate results, and first-time programmatic access to true[X] engagement ad products. Essence will lead the initiative with other GroupM agency participation expected as the partnership develops.

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Adam Gerber
Adam Gerber

“We’re excited to be working with true[X] to help our clients build the next generation of video advertising at a time when nearly 60% of U.S. homes now own devices capable of streaming video to a television in the living room,” said Adam Gerber, SVP, Investment, North America at Essence.

Through this first-of-its-kind innovation partnership, Essence will have access to premium inventory from publishers like A&E Networks, Hulu, ABC and FreeForm, and Fox Networks on connected TV platforms like Roku and tvOS. true[X] and Essence will align on a CTV product roadmap to pilot new innovations that have the potential to scale.

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Pooja Midha
Pooja Midha

“Essence is focused on delivering measurable value for clients, making the advertising experience better for viewers, and helping publishers maintain an ad-supported business model – principles that perfectly mirror true[X]’s mission,” said Pooja Midha, president, true[X]. “true[X]’s investment in consumer-centric technologies that support meaningful interactions and outcomes for brands make us perfect partners.”

true[X]’s award-winning interactive advertising is guaranteed 100%-viewable and 100% fraud-free, and its new UP//LIFT brand lift measurement technology assesses the impact of ads across platforms. Giving consumers the choice to engage with a brand’s interactive experience as an alternative to traditional commercial breaks, true[X] advertising can help reduce ad loads while simultaneously improving results for the brand by offering a higher-quality, more memorable experience.

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