TrueX

Leading interactive ad platform within premium video and streaming environments, operating as part of Disney's advertising portfolio

TrueX is an interactive advertising technology company that pioneered attention-based ad experiences, allowing viewers to engage with branded content in exchange for ad-free viewing. The platform focuses on choice-based engagement formats that give users control over their ad experience, typically offering interactive brand experiences in exchange for uninterrupted content consumption. Originally founded as an independent company, TrueX was acquired by Fox Networks Group in 2014 and later became part of Disney's advertising portfolio following Disney's acquisition of 21st Century Fox assets in 2019. The company operates as a subsidiary within Disney Advertising, providing interactive ad solutions primarily for streaming and premium video content. TrueX's technology enables advertisers to deliver more engaging, user-initiated ad experiences that claim higher attention metrics and brand recall compared to traditional video advertising. The platform serves major brands and agencies looking to create more meaningful connections with audiences in an increasingly ad-saturated digital environment. As part of Disney's advertising ecosystem, TrueX continues to offer its interactive ad formats across Disney's streaming properties and partner networks, positioning itself as a solution for advertisers seeking alternatives to traditional pre-roll and mid-roll video ads. The platform's focus on user choice and engagement aligns with broader industry trends toward less intrusive, more value-exchange-based advertising models.