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True[X] President Pooja Midha: Not All Attention is Created Equal

Pooja Midha will speak on the future of TV measurement at AdExchanger's upcoming Programmatic IO New York conference on Oct. 15-16. Founded in 2007, true[X] was acquired by Fox in 2014 for $200 million. Its president, Pooja Midha, has hit the ground running since she assumed the role in March. “I was a true[X] customer... Continue reading »

by Rae Paoletta // September 27th, 2018 //

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Ad Break Evolution: Assembly Partners With Fox’s True[X]

MDC Partners’ media agency, Assembly, has forged a strategic deal with Fox’s true[X], whose products give consumers options in their video ad breaks. The deal also gives true[X] more access to Assembly’s brand roster, like Hotels.com. Assembly and true[X] extended their partnership after collaborating on engagement-based ads for clients like the anti-tobacco nonprofit Truth. While... Continue reading »

by Kelly Liyakasa // April 11th, 2017 //

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FOX’s True[X] Brings Engagement-Based Video Ads To Messaging App Kik

As more brands and publishers seek to reach millennial audiences, FOX’s video ad platform True[X] is eyeing tech like chat bots and messaging apps that are trendy with teens and 20-somethings. In a partnership with messaging app Kik, revealed Wednesday, True[X] will begin to integrate 15-second interactive video ads that allow Kik users to exchange... Continue reading »

by Kelly Liyakasa // June 8th, 2016 //

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Fox’s True[X], FreeWheel Team Up To Help TV Companies Take On Big Tech Providers

True[X], the video ad platform Fox acquired last December, partnered Tuesday with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The deal will give True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad... Continue reading »

by Kelly Liyakasa // December 15th, 2015 //

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Fox Networks' Advanced Ads Chief: Impressions Depress Prices And Drive Up Ad Loads

Greater automation in TV introduces more nuances to the viewability debate, in addition to maintaining the right frequency of ads to content. Just ask Joe Marchese, the newly appointed president of advanced advertising for Fox Networks Group. His promotion follows 21st Century Fox's acquisition of the interactive video ad platform true[X], which he oversaw, in December. In addition to the standalone... Continue reading »

by Kelly Liyakasa // March 2nd, 2015 //

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21st Century Fox To Acquire Video Ad Platform True[X] For $200M

Christmas came early for digital video ad platform true[X]. The ad platform, which serves both advertisers and publishers, revealed Wednesday that News Corp. spinoff 21st Century Fox intends to acquire it. Although the terms of the deal were not disclosed, The Wall Street Journal pegged that figure at about $200 million. (Read the release). This acquisition indicates 21st... Continue reading »

by Kelly Liyakasa // December 17th, 2014 //

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Finding The Formula For The 'Zero-Waste' Interactive Ad

When Joe Marchese, CEO of digital agency true[X] media, took to the stage at New York’s Paley Center for Media in December to discuss the future of digital advertising, his premise was simple: “You don’t hate the commercial. You hate the break.” Simply dropping a noninteractive ad into an interactive medium is as foolish as playing... Continue reading »

by Don Willmott // January 8th, 2014 //

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