21st Century Fox to Buy Interactive Video-Ad Startup True[x]

/ Dec 17, 2014

21st Century Fox

21st Century Fox has signed a preliminary deal to acquire True[x], a startup that specializes in interactive ads for video content.

Financial terms of the deal were not disclosed, though it’s believed to be in the range of $200 million, according to reports from The Wall Street Journal and The New York Times.

Founded in 2007, True[x] offers an ad solution that allows publishers to replace normal video ads with an interactive unit that features a mix of display and video content. Typically, viewers are given the option of choosing the normal streaming experience, which come with multiple commercial breaks, or interacting with the True[x] ad for an uninterrupted viewing experience.

Currently, True[x] works with streaming video and audio companies like DramaFever and Pandora, as well as an array of TV networks. Its brand client list Microsoft, Visa, Apple, Disney, Coca-Cola, Kia, Kraft, and Procter & Gamble.

If the sale goes through, True[x] will remain an independent subsidiary of Fox. The startup will also work with the Fox Networks Group to drive ad engagement on Fox’s owned and operated digital video platforms.

“The connections between brands and consumers have continued to evolve within digital video environments, and True[x] is at the center of this vital area of innovation,” said James Murdoch, co-COO of 21st Century Fox and an existing investor in True[x], in a statement. “We’re thrilled at the opportunity to have true[x]’s talented team work with us as we set out together to create new experiences in what we believe is a very exciting time in digital video.”

The deal is also the latest in an industry that’s in the middle of a lot of M&A activity. Earlier this year, LiveRail and SpotXchange were acquired by Facebook and RTL Group, respectively, while last year Adap.tv went to AOL. It’s not unlike another type of video ad company, the YouTube MCNs, which are also being snatched up left and right.

Tags: , , , ,


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move RatedRed.com and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...