# True[X]

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/true-x

- Industry: Internet
- Headquarters: West Hollywood, US
- Website: www.truex.com
- Total disclosed funding: $50M
- Latest round: Series D (May 21, 2014)
- Investors on record: 5

## About

True[X] is a US-based advertising technology company specializing in targeted advertising solutions that enhance media effectiveness for brands and agencies.True[X], founded in 2007 and headquartered in West Hollywood, US, operates as an advertising technology firm that provides innovative ad solutions. The company was acquired by Twenty-First Century Fox, Inc. in February 2015 for USD 200 mn after a successful TRADE SALE in December 2014. The CEO is Scott Dillon, who has a history of leadership in the tech industry.True[X] offers a comprehensive suite of advertising solutions designed to enhance media outcomes for agencies and brands. Central to their offerings is a robust omnichannel demand-side platform (DSP) that facilitates targeted and retargeted advertising across various media channels, including video, CTV (Connected TV), out-of-home (OOH), display, and mobile. Their proprietary ad products, such as TrueX, NeXt, and MediaMath, focus on delivering guaranteed opt-in engagement and identity-driven performance for clients, enabling them to effectively reach and engage consumers. The company's solutions leverage data-fueled audience insights and location intelligence to optimize campaigns, ensuring that brands can connect with consumers in meaningful ways. True[X] primarily serves a diverse client base, including top advertising agencies, consumer brands, and businesses looking to enhance their marketing strategies. Their products are utilized across key geographical markets, including North America, Europe, and Asia-Pacific.True[X]'s revenue model is structured around a combination of managed service offerings and self-serve solutions, enabling flexibility for different client needs. The company generates revenue through programmatic advertising campaigns, where clients can access its DSP to manage their advertisements directly, often involving a performance-driven pricing structure. Clients typically enter into partnerships or subscription agreements to utilize True[X]'s products, such as MediaMath and TrueX, which allow for scalable advertising solutions tailored to specific objectives. Transactions between True[X] and its clients encompass a range of pricing plans, each designed to suit varying advertising budgets and objectives. Flagship offerings like the performance media package and geofencing solutions are integral to their revenue generation, ensuring that brands can achieve significant engagement and measurable outcomes from their advertising investments.True[X] aims to enhance its product offerings with new features designed for deeper audience insights, targeting a release in Q4 2024. The company plans to expand its reach into the Asia-Pacific market, specifically targeting Australia and New Zealand by mid-2025. The recent TRADE SALE by Twenty-First Century Fox for USD 200 mn will be utilized to support these initiatives, ensuring a strong investment in product development and market entry strategies.

## Funding rounds

- Series D, May 21, 2014, $6M — Redpoint Ventures, Norwest Venture Partners, Pinnacle Ventures, Icon Ventures, Bryant Stibel
- Series D, Mar 28, 2011, $20M — Redpoint Ventures, Norwest Venture Partners, Pinnacle Ventures, Icon Ventures
- Series C, May 10, 2010, $12M — Pinnacle Ventures
- Series B, Jan 12, 2009, $8M — Redpoint Ventures, Icon Ventures
- Series A, Dec 1, 2007, $4.2M — Redpoint Ventures

## Investors

- Redpoint Ventures (https://capitalatlas.ai/funds/redpoint-ventures) — Series A, Series B, Series D
- Icon Ventures (https://capitalatlas.ai/funds/icon-ventures) — Series B, Series D
- Pinnacle Ventures (https://capitalatlas.ai/funds/pinnacle-ventures) — Series C, Series D
- Norwest Venture Partners (https://capitalatlas.ai/funds/norwest-venture-partners) — Series D
- Bryant Stibel (https://capitalatlas.ai/funds/bryant-stibel) — Series D