Infillion
Corporate brand
UnclaimedInfillion is a United States-based advertising technology company providing engagement advertising, location intelligence, programmatic media, connected-television and out-of-home advertising solutions.
Last updated August 31, 2026
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Overview
Infillion is an American advertising technology company headquartered in Los Angeles and New York City. Its business developed through the combination of several advertising and marketing-technology companies, most notably SocialVibe, TrueX and Gimbal. The company traces its origins to SocialVibe, which was established in 2006 and formally founded in 2007 by Joe Marchese, Brandon Mills and David Levy. SocialVibe initially connected digital users with social causes, allowing consumers to support charities through online participation. After raising venture capital, it shifted toward a commercial model in which advertising revenue was shared with represented charitable organizations. The company expanded from social-cause engagement into online and mobile advertising. By 2011, SocialVibe was operating campaigns in digital environments including Zynga games on Facebook. Its advertising format emphasized voluntary participation: users could choose to interact with an advertisement in exchange for access to online video, music, games or editorial content. Advertisers could evaluate campaigns through engagement measures such as video completion, surveys and social interactions rather than relying only on impressions. In 2013, the company adopted the TrueX name, and its revenue reportedly doubled between 2013 and 2014. In 2014, 21st Century Fox acquired TrueX in a transaction reported at approximately $200 million. Fox used TrueX technology to support an advertising model in which viewers could select a single interactive advertisement at the start of video content instead of receiving conventional commercial interruptions. This approach became particularly relevant to web video and connected-television environments, where user experience and measurable engagement were important differentiators. During this period, TrueX worked with major advertisers and publishers, including brands such as Microsoft, Visa, Apple, Disney, Coca-Cola, Kia, Kraft, Macy's, Nestlé, Procter & Gamble and Discover. Control of TrueX passed to The Walt Disney Company when Disney acquired 21st Century Fox. Disney announced in 2020 that it considered TrueX non-core and sought a buyer. The business was sold to Gimbal, a marketing-data and location-technology company, in September 2020. The two businesses were subsequently operated together under the Gimbal/TrueX identity. On March 1, 2022, the combined company rebranded as Infillion, creating a broader platform spanning advertising engagement, audience and location data, media activation and measurement. Infillion's capabilities include consumer location services used for mobile targeting and location-based experiences, programmatic advertising inventory, connected-television advertising and out-of-home media. In 2022, it acquired Analytiks, whose technology tracks customer movement in physical retail environments. The company also offers Instadium, a product for placing advertising in sports venues and associated team or arena mobile applications. In September 2023, Infillion announced the acquisition of New York-based advertising technology company MediaMath, extending its position in programmatic media and digital advertising infrastructure. The company remains a private advertising technology provider with a business model focused on measurable consumer engagement, data-informed targeting and cross-channel media delivery.
History
Infillion originated in the social-cause advertising company SocialVibe. SocialVibe was established in 2006 and founded in 2007 by Joe Marchese, Brandon Mills and David Levy. Its initial purpose was to help users support social causes through online activity. In December 2007, the company raised a $4.2 million Series A round led by Redpoint Ventures. It entered public beta in February 2008. In January 2009, Jafco Ventures and Redpoint Ventures led additional financing that brought total investment to approximately $12 million. During this period, SocialVibe adjusted its operating model so that it shared advertising revenue with the charities it represented. By March 2011, it had raised a further $20 million round led by Norwest Venture Partners. The business had also broadened from cause-related activity into online and mobile advertising, including advertising campaigns placed inside Zynga games on Facebook. The company became known as TrueX in 2013. Its commercial growth accelerated, with revenue reportedly doubling from 2013 to 2014. In May 2014, TrueX received another $6 million in funding. Later that year, 21st Century Fox acquired the company for a reported $200 million. Fox used TrueX's technology to develop a viewer-choice advertising experience: users could watch one interactive advertisement before video content or receive conventional commercial breaks. This format was designed to make advertising more voluntary and to generate stronger engagement signals. TrueX's services included interactive advertisements, programmatic inventory and measurement based on actions such as completed video views, survey responses and social-media interactions. Its customers and advertising partners included major consumer, technology and media brands, while its publisher relationships included organizations such as Tribune Company, AT&T and Pandora. The company's engagement model was also presented as a way to limit some forms of advertising fraud by tying value to user participation rather than exposure alone. Disney took control of TrueX through its acquisition of 21st Century Fox. In March 2020, Disney said it was seeking to sell TrueX because the business was not central to Disney's sales or technology divisions. In September 2020, Disney sold TrueX to Gimbal, a marketing-data and location-technology company. The businesses were subsequently combined as Gimbal/TrueX and were rebranded Infillion on March 1, 2022. The Infillion identity brought together engagement advertising with location services, mobile targeting, programmatic media and out-of-home advertising. In 2016, the company had partnered with Citibank on location-enabled functionality for users of the Citi Mobile application, including phone-based access to certain ATM lobby doors. In 2022, Infillion acquired Analytiks, adding technology for measuring the movement of customers in physical stores. Its Instadium product supports advertising in sports venues and in mobile applications operated by teams and arenas. In September 2023, Infillion announced that it had acquired MediaMath, a New York-based advertising technology company. The transaction further expanded Infillion's programmatic and media-activation capabilities. Infillion's historical development therefore reflects the consolidation of digital advertising technologies: it moved from social-cause engagement to interactive media, then added location intelligence, physical-world measurement, connected television, venue media and programmatic advertising.
- 2023
MediaMath acquisition announced
[1]Infillion announced its acquisition of MediaMath, adding another major advertising technology business to its portfolio.
- 2022
Infillion rebrand
[1]Gimbal/TrueX adopted the Infillion brand on March 1.
- 2020
Sold to Gimbal
[1]Disney sold TrueX to Gimbal, after announcing that it considered the business non-core.
- 2017
Transferred to Disney
[1]TrueX became part of The Walt Disney Company through Disney's acquisition of 21st Century Fox.
- 2014
Acquired by 21st Century Fox
[1]21st Century Fox acquired TrueX in a deal reported at approximately $200 million.
- 2013
SocialVibe becomes TrueX
[1]The company adopted the TrueX name as it concentrated more heavily on engagement advertising.
- 2011
Expansion into online and mobile advertising
[1]SocialVibe raised a $20 million financing round and expanded its advertising activity, including campaigns in Zynga's Facebook games.
- 2009
Revenue-sharing model introduced
[1]Additional venture financing supported a shift toward sharing advertising revenue with represented charities.
- 2008
Public beta launch
[1]SocialVibe launched its service in public beta in February.
- 2007
SocialVibe founded and raises Series A funding
[1]Joe Marchese, Brandon Mills and David Levy founded the company, which raised $4.2 million in a Series A round led by Redpoint Ventures.
Products and positioning
A cross-channel advertising technology platform built around voluntary consumer engagement, location intelligence, programmatic media and measurable advertising outcomes. Infillion positions its products as tools for reaching audiences across digital video, connected television, mobile, retail and physical venues while reducing dependence on passive impressions.
Digital advertising
Engagement advertising
Infillion's engagement-advertising model gives users a choice to interact with a sponsored experience in exchange for access to digital content. Formats can include video, interactive units, surveys and social actions. Campaign value is assessed through behaviors such as completed views, submitted responses and social engagement, allowing advertisers to optimize toward participation rather than passive impressions.
Interactive video and connected-television advertising · 2013
TrueX
TrueX technology supports viewer-choice advertising in web video and connected-television environments. A viewer can select an interactive advertisement before content instead of receiving multiple conventional commercial interruptions. The system is intended to improve the viewing experience while giving advertisers measurable signals of attention and participation.
Location intelligence
Location services
Infillion provides consumer location-data and location-based marketing capabilities for mobile applications and advertising. These services can support audience targeting, place-based measurement and location-enabled experiences. A cited example is the company's 2016 work with Citibank on location functionality for Citi Mobile users.
Out-of-home and sports advertising
Instadium
Instadium is Infillion's venue-focused advertising product. It supports the creation and placement of advertising within sporting venues and in mobile applications associated with teams and arenas, connecting physical out-of-home media with digital fan environments.
Retail analytics · 2022
Analytiks
Analytiks technology, acquired by Infillion in 2022, tracks customer movement in brick-and-mortar retail settings. It extends the company's data capabilities beyond online advertising into physical-store behavior and location-based measurement.
Programmatic advertising · 2023
MediaMath capabilities
The acquisition of MediaMath in 2023 expanded Infillion's access to programmatic advertising and media-activation capabilities. The transaction positioned the combined business to connect audience data, media buying and cross-channel campaign execution.
Marketing campaigns
- 2010Microsoft Bing on Zynga FarmVille
United States
SocialVibe's engagement campaign for Microsoft Bing ran within Zynga's FarmVille environment. The campaign used social and interactive participation to build awareness and reportedly generated more than 425,000 Bing fans in less than one day.
Outcome. Forbes recognized the campaign among its best-ever social-media campaigns. Reported follow-up indicated that 70% of the acquired fans visited the search engine during the following month.
Brand decisions
2023
Acquisition of MediaMathM&ABackground
Infillion sought to broaden its advertising technology and programmatic media capabilities.
Action taken
Infillion announced the acquisition of New York-based advertising technology company MediaMath.
Aftermath
The acquisition expanded Infillion's programmatic advertising and media-activation portfolio.
2022
Creation of the Infillion brandStrategyBackground
Gimbal and TrueX had complementary capabilities in location data, engagement advertising and media technology.
Action taken
The combined company rebranded as Infillion on March 1, 2022.
Aftermath
The new identity represented a broader advertising technology platform spanning digital engagement, location intelligence, connected television and out-of-home media.
2020
Sale of TrueX to GimbalM&ABackground
Disney identified TrueX as a non-core asset outside its principal sales and technology divisions.
Action taken
Disney sold TrueX to Gimbal in September 2020.
Aftermath
Gimbal and TrueX were combined as Gimbal/TrueX, laying the foundation for the later Infillion brand.
2014
Acquisition by 21st Century FoxM&ABackground
TrueX had expanded its engagement-advertising business and reported strong revenue growth before the transaction.
Action taken
21st Century Fox acquired TrueX in a deal reported at approximately $200 million and integrated its technology into Fox's media activities.
Aftermath
Fox used TrueX's viewer-choice format for web video and connected television, linking interactive advertising with its video businesses.
Reported acquisition value. $200 million (2014)
2013
Repositioning under the TrueX nameStrategyBackground
The business had expanded from social-cause activity into online and mobile advertising and was emphasizing measurable consumer participation.
Action taken
SocialVibe adopted the TrueX brand and concentrated its identity around engagement advertising.
Aftermath
TrueX became the operating identity used during the company's acquisition by 21st Century Fox and subsequent ownership by Disney.
2009
Shift to revenue sharing with charitiesStrategyBackground
SocialVibe began as a service supporting social causes, but its early commercial model evolved as the company expanded its advertising operations.
Action taken
The company adopted a model in which advertising revenue was shared with the charities it represented.
Aftermath
The change supported SocialVibe's transition toward a larger advertising business while retaining a connection to cause-related campaigns.
Recent events
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