true[X] and You.i TV join forces to streamline innovation in OTT advertising

You.i TV
You.i TV

New partnership empowers creatives to bring premium brand experiences to platforms like connected TV with greater efficiency and scale

LOS ANGELES, CA and OTTAWA, CANADA, SEPTEMBER 5, 2018 – You.i TV, the market-leading multi-screen app development platform, and true[X], the leading technology company building the next generation of attention-based video ad products and capabilities, today announced a significant new partnership. With their technologies combined, You.i TV and true[X] will drive greater innovation in bringing premium, personalized ad experiences across digital properties at scale, focusing on the fast-growing connected TV ecosystem.

Under this partnership, true[X] will be integrating You.i TV’s designer workflow and the production process of the interactive ad user experience, enabling high production value creative to be built and scaled with a new level of efficiency. The You.i TV-powered true[X] ads will ultimately be available for integration into any premium publisher app, providing brands with programmatic distribution of top-tier creative across the OTT landscape.

The platform allows creative teams to consistently control every pixel across every screen through a creative workflow that:

  • Enables more options for rich, interactive ad units for viewers that extend brand engagement
  • Improves engagement production through a streamlined creative designer workflow
  • Provides a consistent rendering approach that can be used to deliver creative across platforms, including mobile devices, connected TVs, and game consoles

Watch a highlight reel of sample interactive ads: 

The partnership was previewed at the Cannes Lions Festival and featured interactive ad concepts that became reality this summer when Fox Networks Group became the first premium publisher to launch the innovative ad spots commercially across its North American digital properties.

Consumers lead multi-platform lives now, and that’s posing a challenge for advertisers because it’s historically been very inefficient to build compelling brand messaging for so many different platforms: desktop, mobile, and now connected TV,”

said Joshua Rangsikitpho, CTO of true[X].

“You.i TV’s unique designer workflow will greatly streamline true[X]’s ability to advertise in this fragmented landscape. It’ll empower us to deliver on our promise of the best monetization for premium publishers and the most compelling storytelling canvas for brand advertisers, reaching all screens where viewers are spending their time and attention.”

“Today with our You.i Engine, you can consistently control every pixel across every screen through a creative workflow. Whether it’s applied to advertising, personalization or an entire application, we are just scratching the surface of what’s possible for tomorrow’s experiences,”

said Jason Flick, CEO of You.i TV.

“We’re excited to partner with an ad tech leader like true[X] on redefining what’s possible for premium user experiences.

You.i TV will be at IBC in Amsterdam (Booth C41) September 14-18 in Hall 14 showcasing the latest technology that enables innovative digital ad experiences on a React Native-powered platform. Meetings can be booked directly by visiting Also, Don Liberty, You.i TV VP of Emerging Technology will participate in the panel How to fix Video Advertising: Innovation in Programmatic Advertising and Monetisation, on September 16 at 3:30 pm in the Content Everywhere Hub.

About true[X]

true[X] is a technology company building the next generation of advertising products and experiences for premium video. Our mission is to provide the best advertising experience for consumers, the best monetization for premium publishers, and the best return for brand advertisers.

Across connected TV, mobile, and desktop we empower premium publishers to create experiences that allow them to serve the widest possible audience by optimizing consumers’ time and attention, and delivering impactful results for advertisers. For brands and advertisers true[X] delivers on our true[ATTENTION] guarantee of effective, zero-waste, high-engagement ad experiences, that drive measurable brand funnel impact.

Since our founding in 2007, we have been committed to advancing three core principles in our own products and in the broader advertising industry: quality, accountability, and transparency, driven by our core belief that all are necessary for ensuring a better consumer experience. Every decision we make is guided by a deep understanding of human attention.

Headquartered in Los Angeles and New York, with offices in Chicago, Seattle, Atlanta, Detroit, and San Francisco, true[X] is an independently run subsidiary of 21st Century Fox. For more information, visit or follow us on Twitter @truex.

About You.i TV

You.i TV is a privately held company whose You.i Engine One software platform enables TV and media companies worldwide to engage users, create customers, and ultimately fans. You.i Engine allows customers to build personalized, profitable experiences quickly on all platforms – mobile devices, set-top boxes, game consoles, and streaming devices – from a single code base.

Brands such as A+E Networks, AT&T, Cartoon Network, Turner, NBA, Warner Brothers, National Geographic, and Fox are spearheading direct-to-consumer and OTT strategies using You.i Engine-powered TV applications. You.i Engine has been licensed in major industry genres, including entertainment, kids, sports, and news. For more information about You.i TV, visit our About page, Product page, or take a look at the You.i TV Blog.

Media Contacts:

Trisha Cooke, VP Marketing
You.i TV


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