Disney Sells Ad-Tech Firm TrueX To Gimbal

Walt Disney Co. has sold TrueX Inc., an advertising-technology company it absorbed as part of its $71.3 billion acquisition of 21st Century Fox assets in 2019, to Gimbal, a company that provides location-based technology and ad services. Financial terms of the deal weren’t announced. Gimbal, the customer-facing name of PaeDae Inc., paid less than $100 million for TrueX, according to a person familiar with the matter.