true[X] Brings Engagement Ads to Freeform

Viewers of the cable network’s hit programming will be able to watch it with reduced commercial load on desktop, iOS, and Hulu thanks to true[X]’s choice-based technology

NEW YORK – true[X], the leading engagement advertising company, announced that it has teamed up with Freeform, the Disney|ABC Television Group network that airs hit programming like “The Fosters” and “Pretty Little Liars.” Now, Freeform’s young-adult and digitally-savvy audiences will be able to watch the network’s programming on, the Freeform iOS app, and Hulu with a limited commercial load.

“We have made a big commitment to delivering content in the ways our viewers want to consume it”

The technology from true[X] will offer Freeform viewers opportunities to interact with advertising in exchange for shorter commercial breaks during an episode. For example, upon reaching a mid-roll commercial break, viewers can interact to return to content in just 30 seconds – avoiding the traditionally longer interruption.

“Freeform’s audience is young, digitally native, and accustomed to consuming content when they want it, in the ways that they want it,” said Matt Howe, VP of Business Development at true[X]. “We’re confident that true[X]’s technology will help brands reach this influential demographic in creative and innovative ways.”

“We have made a big commitment to delivering content in the ways our viewers want to consume it,” said Laura Nathanson, Executive Vice President, Sales & Marketing, Freeform. “Additionally, advertisers are interested in audience engagement, and true[X] is a good step in meeting both audience and advertiser needs.”

Freeform joins a portfolio of premium video publishers that support true[X] technology, including Viacom, ABC, and Fox Networks Group.

About true[X]

true[X] delivers effective advertising for on-demand, interactive media. We believe that ads should be enabling rather than interruptive, and have built the definitive engagement advertising system around our core product of true[ATTENTION], which delivers on the promise of “zero waste” advertising. true[X] provides the best advertising experience for consumers, the best monetization for premium publishers and the best return for brand advertisers.

Originally founded in 2007, true[X] pioneered the engagement-based ad model and is headquartered in Los Angeles and New York, with offices in Chicago, Atlanta, Detroit and Seattle. true[X] is an independently run subsidiary of 21st Century Fox. For more information, visit or follow us on Twitter @truex.

About Freeform

Part of the Disney|ABC Television Group, Freeform is distributed in 94 million homes. The network connects to audiences and goes beyond entertainment with bold original programming and immersive social engagement. The network delivers a unique mix of quality original and acquired series, plus fan favorite movies and the holiday events “13 Nights of Halloween” and “25 Days of Christmas.” The Freeform app is a service that allows viewers with participating TV subscription services access to 24/7 live viewing of the network, as well as continued on-demand access via a wide array of devices.