Infillion, formerly known as TrueX, Inc. (stylized as true '') 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 Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

and

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

. As of September 28, 2020, it is a wholly owned subsidiary of Gimbal, Inc.; previously owned by

21st Century Fox Twenty-First Century Fox, Inc., doing business as 21st Century Fox (21CF), was an American multinational mass media corporation that was based in Midtown Manhattan, New York City. It was one of the two companies formed on June 28, 2013, f ...

from 2014 until Disney's acquisition of 21st Century Fox in 2019 and

The Walt Disney Company The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

from 2019 until 2020.

Company history

TrueX received $4.2 million in Series A funding led by

Redpoint Ventures Redpoint Ventures is an American venture capital firm focused on investments in seed, early and growth-stage companies. History The firm was founded in 1999 and is headquartered in Menlo Park, California, with offices in San Francisco, Los Angel ...

in December 2007, and originally enabled consumers to raise money for the social causes they wished to support. It was launched in February 2008 in public beta, and, as of October 19, 2009, its members have raised a total of more than $700,000 for their respective charities. On August 25, 2008, SocialVibe formed a partnership with

Interpublic The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a n ...

, one of its largest liaisons to date. In January 2009,

Jafco Ventures , abbreviated as JAFCO is a investment holding company headquartered in the Toranomon district of Minato-ku, Tokyo, Japan. It is listed on the First Section of the Tokyo Stock Exchange. JAFCO is considered to be the oldest as well as largest Ven ...

led an initiative along with

to raise the total amount invested in the company to $12 million, as the company shifts to a revenue sharing model with the charities it represents (all of the money raised on TrueX formerly went to the charity itself) In March 2011, TrueX closed a $20 million round of funding led by

Norwest Venture Partners Norwest Venture Partners (Norwest) is an American venture and growth equity investment firm. The firm targets early to late-stage venture and growth equity investments across several sectors, including cloud computing and information technology, ...

. In 2013 the company became known as TrueX, and between 2013 and 2014, the company doubled its revenues. In May 2014 the company also received an additional $6 million in funding. Directors of the company include

James Murdoch James Rupert Jacob Murdoch (born 13 December 1972) is a British-American businessman, the younger son of media mogul Rupert Murdoch, and was the chief executive officer (CEO) of 21st Century Fox from 2015 to 2019. He was the chairman and CEO fo ...

, Mich Matthews, and

Jonathan Miller Sir Jonathan Wolfe Miller CBE (21 July 1934 – 27 November 2019) was an English theatre and opera director, actor, author, television presenter, humourist and physician. After training in medicine and specialising in neurology in the late 19 ...

. The CEO of the company is co-founder Joe Marchese. Other co-founders include Brandon Mills and David Levy. On March 17, 2020,

announced that they were looking to sell TrueX as the company had considered it a non-core asset and neither operated as part of Disney's sales nor tech divisions. Disney announced the sale to Gimbal, Inc. on September 28, 2020. On March 1, 2022, Gimbal, Inc. announced that they had rebranded the company's name to Infillion.

Engagement advertising

TrueX has worked with

Microsoft Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washing ...

Visa Visa most commonly refers to: *Visa Inc., a US multinational financial and payment cards company ** Visa Debit card issued by the above company ** Visa Electron, a debit card ** Visa Plus, an interbank network *Travel visa, a document that allows ...

Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple fruit tree, trees are agriculture, cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, wh ...

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...

Kia Motors Kia Corporation, commonly known as Kia (, ; formerly known as Kyungsung Precision Industry and Kia Motors Corporation), is a South Korean multinational automobile manufacturer headquartered in Seoul, South Korea. It is South Korea's second lar ...

Kraft Foods The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015. A merger with Heinz, arra ...

Macy's Macy's (originally R. H. Macy & Co.) is an American chain of high-end department stores founded in 1858 by Rowland Hussey Macy. It became a division of the Cincinnati-based Federated Department Stores in 1994, through which it is affiliated wi ...

Nestlé Nestlé S.A. (; ; ) is a Switzerland, Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest publicly held food company in the world, measured by revenue and other me ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...

and

Discover Card Discover is a credit card brand issued primarily in the United States. It was introduced by Sears in 1985. When launched, Discover did not charge an annual fee and offered a higher-than-normal credit limit, features that were disruptive to the e ...

on online advertisements. 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. The ads take over the browser of a user's computer for about 30 seconds, and require user participation for completion. The results are measured in engagement metrics, such as submitted survey forms, video views, likes, and shares. TrueX is also a source of ad inventory for text and visual ads. The company has deals in place to provide ad space with publishers such as

Tribune Company Tribune Media Company, also known as Tribune Company, was an American multimedia conglomerate headquartered in Chicago, Illinois. Through Tribune Broadcasting, Tribune Media was one of the largest television broadcasting companies, owning 39 ...

Fox Sports Fox Sports is the brand name for a number of sports channels, broadcast divisions, programming, and other media around the world. The ''Fox Sports'' name has since been used for other sports media assets. These assets are held mainly by the Fo ...

Pandora Radio Pandora is a subscription-based music streaming service owned by Sirius XM Holdings based in Oakland, California, United States. The service carries a focus on recommendations based on the "Music Genome Project" — a means of classifying indiv ...

, and

AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...

, distributing them programatically. The engagement has reduced digital ad fraud.

Awards and 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". 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. The campaign was also won an OMMA Award for Online Advertising Creativity in the social media category in September 2010.

References

External links

* {{Official website, http://www.truex.com/ 2007 establishments in the United States Companies based in Los Angeles Companies based in New York City Digital marketing companies of the United States Former subsidiaries of The Walt Disney Company