Fox Agrees To Acquire Ad Company True[X]

By ( Broadcasting & Cable )
Published

21st Century Fox said it reached a preliminary agreement to acquire true[X] media.

The company provides online publishers and advertisers a marketing platform for premium content in digital and on demand environments. True[X] is expected to remain a stand-alone business, but will work with Fox Networks Group to create engagement between brands and consumers on Fox's digital platforms.

Terms were not disclosed.

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"The connections between brands and consumers have continued to evolve within digital video environments, and true[X] is at the center of this vital area of innovation," James Murdoch, Co-COO of 21st Century Fox, said in a statement. "We're thrilled at the opportunity to have true[X]'s talented team work with us as we set out together to create new experiences in what we believe is a very exciting time in digital video."

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.