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true[X]

Disney Sells Ad-Tech Firm TrueX to Gimbal

Gimbal wants TrueX’s technology to go after the ‘addressable-TV’ market, where different ads are shown to different households 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,…

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

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, 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…