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

true[X] and You.i TV Join Forces to Streamline Innovation in OTT Advertising

LOS ANGELES and OTTAWA, Canada — 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

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, September 14-18 in Hall 14 (Stand C41) showcasing its latest technology that enables innovative digital ad experiences on a React Native-powered platform.