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Disney Sells Ad Tech Firm TrueX To Marketing Data Company Gimbal

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Disney sells ad tech firm TrueX to marketing data company Gimbal:

The Walt Disney Co. has sold its advertising technology firm TrueX to the marketing data company Gimbal.

Disney acquired TrueX last year as part of its $71 billion purchase of 21st Century Fox's entertainment assets. Fox had initially acquired the firm in 2014 for $200 million. Terms of the sale to Gimbal were not disclosed. TrueX specializes in interactive advertising, with a particular focus on the connected TV/over-the-top video space. Gimbal specializes in location-based data meant to help marketers and brands bridge the gap between the digital and physical worlds.

The sale continues an effort by Disney to sell what it sees as"non-core" assets that it acquired as part of its Fox acquisition. Disney initially sold off Fox's regional sports networks to Sinclair Broadcast Group in a $9.6 billion deal required by the U.S. government as a condition for approving the merger. It subsequently sold the FoxNext video game division in a nine-figure deal.

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