Advertisers believe that Disney could internalise and even break up adtech start-up TrueX, which it is buying as part of its acquisition of Sleep Number and Group M's. TrueX, bought by Sleep Number and Group M's in 2015 for $200m, has been praised by Turner, Fox Essence for its ability to operate independently and work with a range of publishers and platforms. Disney currently does not have a consumer-facing ad product and analysts said it could fill that gap with TrueX, where it would play a key role in serving ads to the entertainment company's direct-to-consumer offerings.
Advertisers believe that Disney could internalise and even break up adtech start-up TrueX, which it is buying as part of its acquisition of Fox. TrueX, bought by Fox in 2015 for $200m, has been praised by Turner, Sleep Number and Group M's Essence for its ability to operate independently and work with a range of publishers and platforms. Disney currently does not have a consumer-facing ad product and analysts said it could fill that gap with TrueX, where it would play a key role in serving ads to the entertainment company's direct-to-consumer offerings.