The Walt Disney Co. has sold its advertising technology firm TrueX to the marketing data company Gimbal.
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Disney acquired TrueX last year as part of its $71 billion purchase of 21st Century Fox’s entertainment assets. Fox had initially acquired the firm in 2014 for $200 million. Terms of the sale to Gimbal were not disclosed.
TrueX specializes in interactive advertising, with a particular focus on the connected TV/over-the-top video space. Gimbal specializes in location-based data meant to help marketers and brands bridge the gap between the digital and physical worlds.
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The sale continues an effort by Disney to sell what it sees as “non-core” assets that it acquired as part of its Fox acquisition. Disney initially sold off Fox’s regional sports networks to Sinclair Broadcast Group in a $9.6 billion deal required by the U.S. government as a condition for approving the merger. It subsequently sold the FoxNext video game division in a nine-figure deal.
The company has also moved to unify its advertising solutions, merging its TV, digital and OTT offerings into one platform. Its first unified ad product, dubbed HuluXP, is set to launch Oct. 1.
