Just after former AOL and Microsoft execs join board, true[x] gets $6 million

Back in 2007, LA was home to SocialVibe, a firm that created interactive ads for mobile games and music apps. Today, you might know that LA company as true[x], the well-funded digital adtech company backed by Pinnacle, Redpoint, Norwest and Jafco. Last week, those same investors invested $6 million to bring true[x]’s total funding to nearly $50 million.

Companies like American Express, Best Buy and Jack in the Box use true[x] to give their online customers interactive and video advertisements then give them insightful data on the impressions.

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Recently, true[x] beefed up its board with some high-profile experts like former AOL CEO Jonathan Miller,  21st Century Fox's co-chief operating officer James Murdoch and former Microsoft CMO Mich Mathews.

”If you look at the online ad world, the promise of engagement, targeting and trackability sounds great,” Miller told Forbes in April. “But it hasn’t met its promise. People are blind to the ads.”

But true[x]’s ads focus on “clear and measurable engagement.” These engagement ads aim to build brand awareness and loyalty.

"When a person spends time with a brand, it will be that much more valuable," CEO Joe Marchese told LA Business Journal in November. "You'll get paid that much more in revenue. And the consumer gets to see fewer ads."