21st Century Fox to Acquire Ad Tech Firm TrueX for $200 Million

21st Century Fox is paying a sum approaching $200 million for TrueX, said a person familiar with the deal.

TrueX Media licences a digital ad product to media companies, ranging from Pandora to Fox Broadcasting to DramaFever. This product allows Web consumers to opt to briefly interact with a full-screen, multifaceted ad rather than seeing a series of standard ads while streaming video content.

via 21st Century Fox to Acquire Ad Tech Firm TrueX for $200 Million – CMO Today – WSJ.

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