{{short description|American digital advertising company}} {{redirect-distinguish|TrueX|Truex}} {{Use American English|date=January 2019}} {{Use mdy dates|date=January 2019}} {{Infobox company | name = Infillion | former_name = {{Plainlist| *SocialVibe (2007–2013) *true[X] (2013-2022) *Gimbal <nowiki>|</nowiki> true[X] (2022) }} | type = Subsidiary | logo = Infilino_logo_2023.png | founded = {{Start date and age|2007}} | founders = {{Plainlist| * Joe Marchese * Brandon Mills * David Levy * Rob Emrich }} | key_people = RJ Nicolosi (President & COO)<br />Rob Emrich (Executive Chair) | hq_location_city = {{Plainlist| * Los Angeles, California * New York City, New York }} | industry = Online advertising | services = Engagement advertising, Media, Advertising technology | num_employees = 30–50 | parent = | website = {{URL|http://www.infillion.com/}} }}
'''Infillion''', formerly known as '''Gimbal | true[X]''', '''TrueX, Inc.''' (stylized as '''true[X]''') and '''SocialVibe''', is an American digital advertising company founded in 2007 by Joe Marchese, Brandon Mills and David Levy. The company is headquartered in Los Angeles and New York City. It was previously owned by 21st Century Fox, from 2014 until Disney's acquisition of 21st Century Fox in 2019, and The Walt Disney Company from 2019 until 2020.
==History== thumb|The TrueX logo before being rebranded as Infillion
The company that would eventually become Infillion was founded as SocialVibe in 2006.<ref name=LBJ1113>{{cite news |last=Jarvey |first=Natalie |date=November 6, 2013 |title=SocialVibe Becomes TrueX |url=https://labusinessjournal.com/technology/socialvibe-becomes-truex/ |work=Los Angeles Business Journal |access-date=January 24, 2023}}</ref> SocialVibe originally enabled customers to raise money for social causes they wished to support. In December 2007, it received $4.2 million in Series A funding led by Redpoint Ventures.<ref>Keane, Meghan. [http://blog.wired.com/business/2008/08/interpublic-par.html "Interpublic Partners With SocialVibe to Tap Into Brand Promotion on Social Networks".] ''WIRED''.</ref> It was launched into public beta in February 2008.<ref name=IW508>{{cite news |last=Jones |first=K.C. |date=May 21, 2008 |title=SocialVibe Raises Funds For Earthquake, Cyclone Relief |url=http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=207801641 |url-status=dead |work=Information Week |archive-url=https://web.archive.org/web/20080527103426/http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=207801641 |archive-date=May 27, 2008 |access-date=January 24, 2023}}</ref>
In January 2009, Jafco Ventures led an initiative along with Redpoint Ventures to raise the total amount invested in the company to $12 million, as the company shifted to a model in which it shared revenue with the charities it represented.<ref>{{cite news| url=https://www.latimes.com/business/la-fi-venture17-2009jan17,0,2182179.story | work=Los Angeles Times | first=Alana | last=Semuels | title=Venture capitalists abandon 'spend mentality' | date=January 17, 2009}}</ref> In March 2011, SocialVibe closed a $20 million round of funding led by Norwest Venture Partners.<ref>{{cite web|url=https://adage.com/article/digital/socialvibe-closes-20-million-funding-round/149506/|title=SocialVibe Closes $20 Million Funding Round|website=adage.com|date=March 22, 2011|access-date=January 13, 2019}}</ref><ref name=GI311>{{cite news |last=Pearson |first=Dan |date=March 24, 2011 |title=SocialVibe secures $20 million funding |url=https://www.gamesindustry.biz/socialvibe-secures-usd20-million-funding |work=Games Industry |access-date=January 24, 2023}}</ref> By this point, SocialVibe had expanded into online and mobile advertising, including running ad campaigns within Zynga games on Facebook.<ref name=GI311/> In 2013 the company became known as TrueX.<ref name=LBJ1113/> Between 2013 and 2014, the company doubled its revenue.<ref name="Adage">{{cite web|url=https://adage.com/article/digital/ad-fraud-creates-worry-opportunity/292565/|title=Ad Fraud Creates Worry For Some, Opportunity For Others|website=adage.com|date=April 10, 2014|access-date=January 13, 2019}}</ref> In May 2014, the company received an additional $6 million in funding.<ref name="techcrunch.com">{{cite web|url=https://techcrunch.com/2014/05/21/truex-new-funding/|title=True[X] Raises $6M More As It Tries To Enlist Big Publishers For Its Interactive Ad Platform|date=May 21, 2014 |publisher=|access-date=January 13, 2019}}</ref> Later that year, it was acquired by 21st Century Fox in a deal worth $200 million.<ref name=TC1214>{{cite news |last=Ha |first=Anthony |date=December 17, 2014 |title=21st Century Fox Acquires Ad Company True[x] |url=https://techcrunch.com/2014/12/17/21st-century-fox-acquires-ad-company-truex/ |work=TechCrunch |access-date=January 24, 2023}}</ref> One of Fox's first moves after buying the company was utilizing TrueX technology that gave viewers using web browsers and connected TV apps a choice to watch a single interactive ad at the beginning of a piece of video content, or to have that content interrupted by regular commercial breaks.<ref name=WSJ715>{{cite news |last=Shields |first=Mike |date=July 16, 2015 |title=Fox’s TrueX Faces Hurdles in Bid to Fight TV Ad Avoidance |url=https://www.wsj.com/articles/BL-269B-3996 |work=Wall Street Journal |access-date=January 24, 2023}}</ref><ref name=BI1017>{{cite news |last=Shields |first=Mike |date=October 17, 2017 |title=Fox is letting people watch fewer ads on TV using a trick adapted from the internet |url=https://www.businessinsider.com/fox-interactive-ads-let-viewers-choose-quality-over-quantity-2017-10 |work=Business Insider |access-date=January 24, 2023}}</ref>
In September 2017, The Walt Disney Company assumed control of TrueX as part of its $71 billion purchase of 21st Century Fox.<ref name="TrueXGimbal">{{Cite web |url=https://www.hollywoodreporter.com/news/disney-sells-ad-tech-firm-truex-to-marketing-data-company-gimbal |title=Disney Sells Ad Tech Firm TrueX To Marketing Data Company Gimbal |last=Weprin |first=Alex |website=The Hollywood Reporter |date=September 28, 2020 |url-status=live |access-date=September 30, 2020 |archive-url=https://web.archive.org/web/20200930082402/https://www.hollywoodreporter.com/news/disney-sells-ad-tech-firm-truex-to-marketing-data-company-gimbal |archive-date=September 30, 2020}}</ref><ref name=MPR319>{{cite news |last=Schwartz |first=Matthew S. |date=March 20, 2019 |title=Disney Officially Owns 21st Century Fox|url=https://www.npr.org/2019/03/20/705009029/disney-officially-owns-21st-century-fox |work=National Public Radio |access-date=January 24, 2023}}</ref> On March 17, 2020, Disney announced that it was looking to sell TrueX, as Disney considered it a non-core brand that was not a part of Disney's sales or technology divisions.<ref name="Patel">{{cite web|url=https://www.wsj.com/articles/disney-looks-to-sell-truex-ad-tech-firm-it-absorbed-from-fox-11584481326|title=Disney Looks to Sell TrueX, Ad-Tech Firm It Absorbed From Fox|work=The Wall Street Journal|last=Patel|first=Sahil|date=March 17, 2020|accessdate=March 21, 2020}}</ref> Disney announced that TrueX had been sold to the marketing data company Gimbal, Inc. on September 28, 2020.<ref name="TrueXGimbal"/>
Following the sale of TrueX to Gimbal, the two companies became a single entity known as Gimbal/TrueX.<ref name=DD122>{{cite news |last=Burgi |first=Michael |date=January 13, 2022 |title=Gimbal / TrueX to reveal the reason they merged: a new targeting tool for CTV |url=https://digiday.com/media/gimbal-truex-to-reveal-the-reason-they-merged-a-new-targeting-tool-for-ctv/ |work=Digiday |access-date=January 24, 2023}}</ref> On March 1, 2022, Gimbal/TrueX rebranded as Infillion.<ref>{{cite web|url=https://www.globenewswire.com/news-release/2022/03/01/2394400/0/en/Gimbal-true-X-Relaunches-as-Infillion-Strengthening-Its-Ad-Solutions-Platform-for-Business-Growth.html|title=Gimbal true[X] Relaunches as Infillion, Strengthening Its Ad Solutions Platform for Business Growth|website=GlobeNewswire|date=March 1, 2022}}</ref><ref name=NextTV>{{cite news |last=LaFayette |first=Jon |date=March 1, 2022 |title=Infillion is New Name For Ad Tech Firm Gimbal/True[X] |url=https://www.nexttv.com/news/infillion-is-new-name-for-ad-tech-firm-gimbal-or-truex |work=NextTV |access-date=January 9, 2023}}</ref>
In September 2023, it was announced Infillion had acquired the New York-headquartered advertising technology company, MediaMath.<ref>{{Cite web |last=FinSMEs |date=2023-09-14 |title=Infillion to Acquire MediaMath |url=https://www.finsmes.com/2023/09/infillion-to-acquire-mediamath.html |access-date=2023-09-15 |website=FinSMEs |language=en-US}}</ref>
==Products and services== ;Engagement advertising Infillion has worked with Microsoft, Visa, Apple, Disney, Coca-Cola, Kia Motors, Kraft Foods, Macy's, Nestlé, Procter & Gamble and Discover Card on online advertisements.<ref>{{cite web|url=http://simonmainwaring.com/future/socialvibe-how-advertising-and-social-media-can-change-the-world/|title=SocialVibe: How advertising and social media can change the world|date=January 27, 2011|publisher=|accessdate=January 13, 2019}}</ref> The company delivers ad units that are self-selected by the viewer in exchange for access to online content such as videos, music, games, or more articles.<ref name="Adage"/><ref>{{cite web|url=https://adexchanger.com/ad-networks/svnetwork-incenting-consumers-with-self-selecting-social-ads-says-ceo-samit/|title=SVnetwork Incenting Consumers With Self-Selecting Social Ads Says CEO Samit|date=October 14, 2010|website=AdExchanger|accessdate=January 13, 2019}}</ref> The ads take over the browser of a user's computer for about 30 seconds, and require user participation for completion.<ref>{{cite web |url=http://mobile.nytimes.com/blogs/dealbook/2014/04/16/james-murdoch-joins-board-of-advertising-start-up/ |title=James Murdoch Joins Board of Advertising Start-Up - NYTimes.com |website=mobile.nytimes.com |url-status=dead |archive-url=https://web.archive.org/web/20140420004509/http://mobile.nytimes.com/blogs/dealbook/2014/04/16/james-murdoch-joins-board-of-advertising-start-up/ |archive-date=2014-04-20}}</ref> Infillion quantifies consumer engagement using metrics like video views, submitted survey forms, and social media likes, so that marketers pay more or less for ads depending on how much engagement they generate.<ref>{{cite web|url=https://www.adweek.com/digital/horizon-media-can-now-buy-programmatic-ads-based-engagement-158264/|title=Horizon Media Can Now Buy Programmatic Ads Based on Engagement|first1=Christopher|last1=Heine|date=June 12, 2014|website=www.adweek.com|quote=Horizon Media is working with True[X] to programmatically buy ads for its clients where engagement metrics—such as video views, social media likes/shares, clicks, submitted survey forms, etc.—are the "currency," in industry parlance. In other words, marketers only pay for promotions when they are actually interacted with by a consumer.|access-date=January 13, 2019}}</ref> Infillion is also a source of ad inventory for text and visual ads. The company has provided ad space to publishers such as Tribune Company, AT&T, and Pandora Radio.<ref name="Patel"/><ref name=THR1214>{{cite news |last=Szalai |first=George |date=December 17, 2014 |title=21st Century Fox to Acquire Video Ad Company True[X] |url=https://www.hollywoodreporter.com/movies/movie-news/21st-century-fox-acquire-video-758795/ |work=The Hollywood Reporter |access-date=March 2, 2023}}</ref> These ads are distributed programmatically.<ref>{{cite web|url=https://www.adweek.com/digital/horizon-media-can-now-buy-programmatic-ads-based-engagement-158264/|title=Horizon Media Can Now Buy Programmatic Ads Based on Engagement|first1=Christopher|last1=Heine|date=June 12, 2014|website=www.adweek.com|access-date=January 13, 2019}}</ref> Their engagement-based nature is intended to reduce instances of ad fraud.<ref name=WSJ920>{{cite news |last=Patel |first=Sahil |date=September 28, 2020 |title=Disney Sells Ad-Tech Firm TrueX to Gimbal |url=https://www.wsj.com/articles/disney-sells-ad-tech-firm-truex-to-gimbal-11601317342 |work=Wall Street Journal |access-date=March 2, 2023}}</ref>
;Location services and out-of-home advertising Infillion is a provider of consumer location data, which is typically used for mobile ad targeting.<ref name=SDUT1216>{{cite news |last=Freeman |first=Mike |date=December 5, 2016 |title=Qualcomm spin-off Gimbal acquired by LA mobile ad firm |url=https://www.sandiegouniontribune.com/business/sd-fi-gimbal-beacons-20161205-story.html |work=San Diego Union-Tribune |access-date=May 17, 2024}}</ref><ref name=WSJ920>{{cite news |last=Patel |first=Sahil |date=September 28, 2020 |title=Disney Sells Ad-Tech Firm TrueX to Gimbal |url=https://www.wsj.com/articles/disney-sells-ad-tech-firm-truex-to-gimbal-11601317342 |work=Wall Street Journal |access-date=March 2, 2023}}</ref> In 2016, Infillion partnered with Citibank to provide services to 60,000 Citi Mobile app users based on their location. For instance, users could unlock ATM lobby doors with their phones, without swiping a credit or debit card.<ref name=BizTech318>{{cite news |last=Hansen |first=Dan |date=March 23, 2018 |title=How Banks Can Take Advantage of IoTl |url=https://biztechmagazine.com/article/2018/03/how-banks-can-take-advantage-iot |work=BizTech |access-date=March 2, 2023}}</ref> In 2022, Infillion acquired Analytiks, a company whose technology tracks the movement of customers visiting brick and mortar stores.<ref name=Axios922>{{cite news |last=Baysinger |first=Tim |date=September 28, 2022 |title=Exclusive: Infillion buys location services company Analytiks |url=https://www.axios.com/pro/media-deals/2022/09/28/exclusive-infillion-buys-location-services-company-analytiks |quote=(Analytiks) offers multi-entrance and exit guest detection, occupancy monitoring, and rules-based alerting for store operations and marketing managers |work=Axios |access-date=May 17, 2024}}</ref>
Infillion also offers out-of-home advertising services. For example, the company's Instadium product creates and places advertisements within sporting venues as well as mobile apps for teams and arenas.<ref name=FC324>{{cite news |last=LaPorte |first=Nicole |date=March 19, 2024 |title=This Ad Platform Creates New Ways to Get Brands in Front of Sports Fans |url=https://www.fastcompany.com/91037350/infillion-most-innovative-companies-2024 |work=Fast Company |access-date=May 17, 2024}}</ref>
==Recognition== In August 2010, ''Forbes'' recognized SocialVibe's engagement for Microsoft Bing on Zynga's FarmVille as one of the "Best-Ever Social Media Campaigns".<ref name="forbes1">{{cite web|url=https://www.forbes.com/2010/08/17/facebook-old-spice-farmville-pepsi-forbes-viral-marketing-cmo-network-social-media_slide_19.html|archiveurl=https://archive.today/20130123221253/http://www.forbes.com/2010/08/17/facebook-old-spice-farmville-pepsi-forbes-viral-marketing-cmo-network-social-media_slide_19.html|url-status=dead|title=In Pictures: Best-Ever Social Media Campaigns - 19. Bing/Farmville - …|date=January 23, 2013|archivedate=January 23, 2013|website=archive.is|accessdate=January 13, 2019}}</ref> The campaign garnered over 425,000 fans for Bing in less than one day, and 70% of the fans visited the search engine in the following month.<ref name="forbes1"/><ref>Bing's Virtual Bling Buys Facebook Fans. (2010, March 4). Brandweek. http://www.brandweek.com/bw/content_display/news-and-features/incentive/e3ic70c834af0ab2460c16c05fd01736a5d</ref>
== References == {{Reflist|2}}
== External links == * {{Official website|http://www.truex.com/}}
Category:2007 establishments in the United States Category:Companies based in Los Angeles Category:Companies based in New York City Category:Former subsidiaries of The Walt Disney Company Category:Digital marketing companies of the United States Category:2014 mergers and acquisitions Category:2020 mergers and acquisitions