[December 09, 2014]

true[X] Launches true[EXCHANGE] - The Ad Platform That Trades on Attention

true[X], the leading engagement advertising platform, today launched true[EXCHANGE], the industry's first digital advertising platform that enables the buying and selling of high-quality interactive advertising in the currency of true human attention instead of impressions or clicks. The announcement of true[EXCHANGE] builds upon true[X]'s commitment to championing greater transparency and accountability in the digital advertising marketplace.

Ads purchased through true[EXCHANGE] are 100% consumer opt-in and guarantee consumer interaction with high-quality creative. All digital advertising on the true[EXCHANGE] platform include both viewability and fraud performance reporting, enabled through a partnership with the industry's top independent validation services, MOAT and White Ops.

"The bar for what constitutes as 'viewable' is absurdly low and borderline worthless," said Joe Marchese, CEO of true[X]. "true[EXCHANGE] makes it possible for the marketplace to change its currency from 'potential' views, to proven human engagement. We want to set the highest possible bar - not just 'viewable,' but 'viewed.'"

true[EXCHANGE] optimizesfor brand performance, viewer interaction, and full attention transfer. In addition to guaranteeing bot-fraud-free ads, the true[EXCHANGE] technology delivers immediate feedback and analytics for optimizing campaigns, allowing for multiple sets of creative to be flighted so that campaigns can be adjusted to maximize performance. Real-time "heat mapping" feedback shows what components of the interactive creative are most successful.

"true[X] has been a trusted partner of Pandora (News - Alert) for years now because they understand that in today's marketing world, the scarcest commodity for advertisers is true human attention," said Jack Krawczyk, director of product management at Pandora. "true[EXCHANGE] allows us to bolster our work together to further grow the market we believe strongly in, the attention market, and help brands resonate with their intended audience in an even more meaningful and measurable way."

Advertising industry leaders applaud this launch as a major development in improving the quality of advertising online. "Accountability in digital advertising is crucial for all of our clients," said Steve Katelman, EVP of global digital partnerships, Omnicom Media Group. "It's great to see a leader in advertising technology adopting a push for not just high-quality and effective ads, but for transparency in the whole process."

About true[X]:

true[X] delivers effective advertising for on-demand, interactive media. We believe that ads should be enabling rather than interruptive, and have built the definitive engagement advertising system around our core product of true[ATTENTION], which delivers on the promise of "zero waste" advertising. true[X] provides the best advertising experience for consumers, the best monetization for premium publishers and the best return for brand advertisers. true[X] also publishes a blog, Media Future, dedicated to the opinions and insights of diverse industry leaders.

Originally founded in 2007, true[X] pioneered the engagement-based ad model, is headquartered in Los Angeles and New York, with offices in Chicago, Atlanta, Detroit and Seattle. For more information, visit www.truex.com or follow us on Twitter (News - Alert) @truex.

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