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Formerly called
Industry Online advertising
Founded 2007 in California
Headquarters Los Angeles, California, U.S.
Services Engagement advertising
Number of employees
Website Homepage

TrueX is a digital ad company founded in 2007 by Joe Marchese, Brandon Mills and David Levy. The company is headquartered in Los Angeles and was formerly known as SocialVibe.

Company history[edit]

TrueX received $4.2 million in Series A funding led by Redpoint Ventures in December 2007, and originally enabled consumers to raise money for the social causes they wished to support.[1] It was launched in February 2008 in public beta,[2] and, as of October 19, 2009, its members have raised a total of more than $700,000 for their respective charities.[3] On August 25, 2008, SocialVibe formed a partnership with Interpublic, one of its largest liaisons to date.[4][5] In January 2009, JAFCO Ventures led an initiative along with Redpoint Ventures to raise the total amount invested in the company to $12 million, as the company shifts to a revenue sharing model with the charities it represents (all of the money raised on TrueX formerly went to the charity itself)[3][6] In March 2011, TrueX closed a $20 million round of funding lead by Norwest Venture Partners.[7] In 2013 the company became known as TrueX, and between 2013 and 2014, the company doubled its revenues.[8][9] In May 2014 the company also received an additional $6 million in funding.[10] Directors of the company include James Murdoch, Mich Matthews, and Jonathan Miller.[11] The CEO of the company is co-founder Joe Marchese.[12]

Engagement advertising[edit]

Truex has worked with Microsoft, Visa, Apple, Disney, Coca-Cola, Kia, Kraft, Macy's, Nestle, Procter & Gamble and Discover on online advertisements.[13] The company delivers ad units that are self-selected by the viewer in exchange for access to online content such as videos, music, games, or more articles.[14][8] The ads take over the browser of a user's computer for about 30 seconds, and require user participation for completion.[15] The results are measured in engagement metrics, such as submitted survey forms, video views, likes, and shares. TrueX is also a source of ad inventory for text and visual ads. The company has deals in place to provide ad space with publishers such as Tribune Co., Fox, and AT&T,[16][17] distributing them programatically.[18] The engagement has reduced digital ad fraud.[19]

Awards & Recognition[edit]

In August 2010, Forbes recognized SocialVibe's engagement for Microsoft Bing on Zynga's FarmVille as one of the "Best-Ever Social Media Campaigns."[20] The campaign garnered over 425,000 fans for Bing in less than one day, and 70% of the fans visited the search engine in the following month.[20][21] The campaign was also won an OMMA Award for Online Advertising Creativity in the social media category in September 2010.[22]


  1. ^ Keane, Meghan. "Interpublic Partners With SocialVibe to Tap Into Brand Promotion on Social Networks". WIRED.
  2. ^ K.C. Jones. "SocialVibe Raises Funds For Earthquake, Cyclone Relief Information Week
  3. ^ a b Kee, Tameka (January 12, 2009). " - SocialVibe Gets $8 Million Second Round For Social Media "Activism"". The Washington Post. 
  4. ^
  5. ^
  6. ^ Semuels, Alana (January 17, 2009). "Venture capitalists abandon 'spend mentality'". Los Angeles Times. 
  7. ^
  8. ^ a b
  9. ^
  10. ^
  11. ^
  12. ^
  13. ^ SocialVibe: How advertising and social media can change the world. (2011, January 27). Simon Mainwaring.
  14. ^ SVnetwork Incenting Consumers With Self-Selecting Social Ads Says CEO Samit. (2010, October 14). AdExchanger.
  15. ^,true&_type=blogs,blogs&action=click&module=Search&region=searchResults&mabReward=csesort:h&url=
  16. ^
  17. ^
  18. ^
  19. ^
  20. ^ a b Best-Ever Social Media Campaigns. (2010, August 17). FORBES.
  21. ^ Bing's Virtual Bling Buys Facebook Fans. (2010, March 4). Brandweek.
  22. ^ OMMA Awards 2010 Winner: Online Advertising Creativity, Social: Campaign category. (2010, September 27). OMMA.

External links[edit]