Some publishers use TrueX ad formats in front of full episodes of TV shows or long-form videos on their sites and apps. TrueX co-founder Joe Marchese joined Fox and later became the ad sales chief of Fox Networks Group. The company’s annual revenue was less than $100 million by the time of the Disney deal, according to a person familiar with TrueX. Disney, which considers the firm and its technology a noncore asset, didn’t invest in TrueX after the Fox deal, said people familiar with the matter. TrueX operated as an independent subsidiary of Fox and Disney, and wasn’t integrated into Disney’s sales or tech organizations following the megamerger.

Source: Wall Street Journal March 17, 2020 21:33 UTC