Adrian J Cotterill, Editor-in-Chief
Gimbal announced today that it has acquired true[X], a connected TV (CTV) focused value exchange engagement advertising platform and former subsidiary of The Walt Disney Company. The acquisition will bring together leaders in the location and connected TV spaces, enabling better targeting, creative, and measurement solutions for advertisers looking to bridge the gap between the physical and digital worlds.
Gimbal CEO, Rob Emrich, told us “The true[X] network of publisher integrations enhances Gimbal’s existing identity solutions and can connect users’ online and offline interactions for one-to-one targeting and measurement for use within our ecosystem in a protected and privacy-safe way.”
CTV, already trending up, has exploded during the pandemic. The true[X] network has seen a 105% increase in CTV viewing in the first two quarters of 2020, and media buyers have been adapting to this surge. According to eMarketer, the CTV/OTT channel will be the beneficiary of the largest shift in budgets from 2H 2019 to 2H 2020, with a year-over-year increase of 59%.
Understanding that not all attention is created equal, true[X] provides consumers a value exchange for their attention to true[X]’s interactive engagement ads and brand lift surveys across a network of high-quality viewing environments. This unique approach benefits advertisers, publishers, and consumers. Advertisers benefit from higher consumer attention for their message, publishers benefit by offering a consumer-first ad experience, and viewers benefit by receiving fair value for their attention.
Pooja Midha, true[X] President said “We are excited to join the Gimbal team. The combination of our value exchange-based approach to interactive video advertising and brand lift measurement, plus Gimbal’s offline attribution solution creates the first full-funnel advertising and measurement suite for connected TV and the entire digital ecosystem”.
true[X] was originally acquired by 21st Century Fox in 2014. Following Disney’s acquisition of 21st Century Fox in 2019, the company continued as a business owned and operated by Disney and was named to Fast Company’s Most Innovative Companies list that same year. true[X], is headquartered In Los Angeles and New York, with offices in Chicago, Seattle, Detroit, and San Francisco.
Terms of the deal are being kept private.
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