Walt Disney Co. has sold TrueX Inc., an advertising technology company it absorbed as part of its $71.3 billion acquisition of 21st Century Fox assets in 2019, to Gimbal, a company that provides location-based technology and ad services.
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.
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.