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Choice-Based Engagement Advertising Comes Home Thanks to true[X] and BrightLine PartnershipMAW was briefed in detail on Tuesday by true[X], a respected engagement advertising solution company, on the news that the company will team up with BrightLine, a big name in interactive advertising development for the living room.

This team effort will allow true[X] to introduce the full true[X] engagement advertising solution through BrightLine’s over-the-top (OTT) solutions for TV Everywhere.

“By leveraging the BrightLine InCAST platform to power the true[X] engagement advertising solution in select OTT environments, true[X] will offer the ability for Publishers to reduce ad load for viewers while increasing monetization as well as providing a superior ad approach to brands that drives significant brand performance lift due to the guarantees of viewer opt-in, fraud free human attention and 100 percent viewability,” the company says.

In a nutshell, true[X]’s engagement ad solution combines with BrightLine’s distribution and standards-based interactive OTT ad formats to provide “the necessary combination of technology and ad strategy to enable the rich brand storytelling in living room environments.”

It could well be the future of connected devices as experienced up close and personal — and at home — by users everywhere.

“As viewership grows in connected device environments, true[X] continues to evolve the engagement advertising solution,” explains Ed Davis, Chief Product Officer at true[X]. “Partnering with sophisticated, like-minded companies like BrightLine enables us to move quickly in establishing standards and increasing distribution for our solution which creates a better viewing environment as well as increased monetization for premium publishers.”

We’re told that the InCAST platform is fully deployed on all screens across the entire OTT living room device footprint, including Roku, Apple TV, Amazon Fire TV, Android TV, PlayStation 3, PlayStation 4, Samsung Smart TV, Xbox 360, and Xbox One, as well as all iOS and Android mobile phones and tablets, as well as desktop.

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