Disney Sells Ad Tech Company TrueX to Gimbal

Gimbal + TrueX is just the tip of the iceberg when it comes to ad tech consolidation.

Disney just sold the ad tech company TrueX, which it acquired as part of its 21st Century Fox buy in 2019, to Gimbal. And no, Gimbal isn’t the department store from Elf. It’s an ad tech firm that provides consumer location data to help with mobile ad targeting.

TrueX’s special sauce is actually video ad tech, from interactive streaming ads to “addressable TV,” which lets advertisers show different ads to different households. 

Gimbal wants that kind of tech so it can develop a service that helps mobile marketers better target audiences on CTV platforms, per Mobile Marketer. Plus, it wants to capitalize on TrueX’s existing, established relationships with TV app owners to get the job done. 

Disney has long considered TrueX a “noncore asset,” per the WSJ, as Disney has a lot of balls in the air with its ad tech stack already.

Why this matters: Gimbal + TrueX is just the tip of the iceberg when it comes to ad tech consolidation. See: Foursquare’s merger with Factual and PlaceIQ’s Freckle IoT acquisition for more evidence that it’s becoming “a thing.”


Via Morning Brew

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