• Forbes, Thursday, April 17, 2014 1:42 PM

Engagement ad company true[X], formerly known as SocialVibe, has added three members to its board, Forbes has reported.

Forbes says Jonathan Miller, former AOL CEO and most recently CEO of News Corp’s Digital Media Group; James Murdoch, 21st Century Fox co-chief operation officer; and Mich Mathews, former chief marketing officer at Microsoft have all joined the board.

Engagement ads are ads that “prompt people to play a game or contest, take a survey, or watch a video,” per Forbes. The article maintains that engagement ads were on the up-and-up before native advertising fever took over.

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