Infillion

The business experienced significant ownership changes, including an acquisition by 21st Century Fox in 2014 for $200 million and subsequently becoming part of The Walt Disney Company following Disney's acquisition of Fox in 2019. In 2020, Disney sold true[X] to Gimbal, a marketing and advertising data company specializing in location intelligence. This merger of location data and connected TV (CTV) advertising expertise created a combined entity, Gimbal | true[X], which ultimately rebranded as Infillion in March 2022. The company has since expanded its capabilities through acquisitions, including Analytiks.ai in 2022 to track in-store customer traffic and the advertising technology firm MediaMath in 2023.

Infillion's business model centers on providing advertising solutions to brands and agencies across a multitude of channels, including CTV, mobile, desktop, and out-of-home (OOH). Revenue is generated by offering a suite of products that enable advertisers to purchase and manage campaigns. A core offering is the TrueX engagement ad format, which operates on a value-exchange principle; consumers opt-in to interact with an ad for about 30 seconds in return for benefits like fewer commercials or access to premium content. This model ensures advertisers pay for guaranteed user attention rather than just impressions. The company also leverages its Gimbal technology for location-based targeting and its Arrival product for footfall attribution, measuring the real-world impact of digital campaigns.

Serving a client base that includes over 1,000 brands and all major advertising holding companies, Infillion's platform is designed to solve for market fragmentation. It offers a demand-side platform (DSP), creative services, and data management, which can be used together or independently. The company's technology connects online consumer actions with offline behaviors, utilizing a cross-device identity graph and location data to create more relevant and measurable advertising experiences. Products like 'InStadium' extend brand reach into physical venues, while integrations like MediaMath enhance its programmatic buying capabilities for omnichannel campaigns. Keywords: digital advertising, ad tech, CTV advertising, value exchange ads, engagement advertising, location intelligence, mobile ad targeting, footfall attribution, programmatic advertising, demand-side platform, out-of-home advertising, customer journey unification, media buying platform, interactive ads, brand lift measurement, cross-device identity, audience targeting, digital media solutions, ad campaign management, connected commerce, marketing technology, omnichannel advertising, Joe Marchese, Rob Emrich