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,…