Advertisers believe that Disney could buy and even break up adtech start - up TrueX , which it is selling as part of its acquisition of Fox . TrueX , bought by Fox in 2015 for $ 200 m , has been praised by Turner , Sleep media and Group M 's Essence for its ability to operate independently and compete with a range of publishers and platforms . Disney currently does not have a consumer - facing ad product and has hoped 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.