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Fox's True[X], FreeWheel Partner To Help TV Cos. Tackle Big Tech Providers

AdExchanger reported Tuesday that True[X], the video ad platform Fox acquired last December, has teamed up with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The report will offer True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad formats that give audiences ad viewing options in exchange for content. Hulu, for instance, uses True[X]’s “selectable” video ad units, which give consumers the option to view a 30-second ad in exchange for commercial-free episodes. “We wanted to enable the ability to deliver this new experience while maintaining the integrity of our customers’ larger business within one platform,” Amy Pisano, VP of enterprise solutions for FreeWheel, told AdExchanger.



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