SYS-CON MEDIA Authors: Pat Romanski, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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true[X] Names Mathews, Murdoch and Miller to Board of Directors

true[X] media, the leading engagement advertising platform, has named Mich Mathews, former Microsoft CMO; James Murdoch, Co-Chief Operating Officer of 21st Century Fox; and Jonathan Miller, former Chairman of AOL and News Corp’s digital division; to the company’s board of directors. In active advisory roles, Mathews, Murdoch and Miller bring unparalleled advertising and media expertise to true[X] media’s mission to power the perfect advertising system for digital media with best-in-class engagement advertising technologies.

“Mich, James and Jon each represent the very top of their fields in media, advertising and digital, and their insights will be invaluable as we continue to expand in key areas,” said Joe Marchese, CEO of true[X]. “Their experience defining and shaping new consumer-focused content and advertising models aligns with our goal to elevate and evolve the digital advertising industry. “

Mich Mathews, a 22-year veteran of Microsoft, most recently served as the company’s CMO. She oversaw Microsoft’s multi-billion-dollar marketing budget and led its consumer and business-to-business marketing to hundreds of millions of customers in over 70 countries. Mathews is an active angel investor and teaches at UCLA and USC.

“I’m a big believer in the value and benefit engagement advertising delivers for a brand, and the true[X] platform is paving the way to scale this category,” Mathews said. “They have a very strong team and a pioneering product, so it was an easy decision to join their board.”

As 21st Century Fox’s Co-Chief Operating Officer, James Murdoch works across the Company’s global portfolio of businesses. He has direct responsibility for 21st Century Fox’s global television business, comprising the Fox Networks Group in the United States and internationally, the Company’s holdings in BSkyB, Sky Deutschland, Sky Italia and STAR India. Murdoch is a non-executive director of Yankee Global Enterprises, and a member of the Board of Trustees of the Harvard Lampoon. He also serves as a board member for both 21st Century Fox and News Corp.

“Joe and the team at true[X] are clear thought leaders around the development of new advertising platforms,” said Murdoch. “This is an area of exciting innovation and true[X] is pioneering a new way to deliver real value to media and marketers alike.”

Jonathan Miller has served as Chairman and Chief Executive Officer of the Digital Media Group at News Corporation, where he acted as News Corp’s principal executive for Hulu. Miller also served as Chairman and CEO of AOL from 2002 to 2006. Miller previously held the role of CEO and President of USA Information and Services, now split into Expedia and IACI. Miller is also on the board at the American Film Institute. He holds a B.A. from Harvard College.

“In both my time at AOL and at News Corp, there was always a question of how advertising would evolve to meet the needs of a digital world,” said Miller. “After seeing the true[X] platform for engagement advertising, I felt strongly they had one of, if not 'the' answer to what advertising needs to evolve into. I can't see a reason why publishers of high quality content wouldn't adopt this format.”

Mathews, Murdoch and Miller join true[X] media’s board, which includes leading venture capitalists from Redpoint, Jafco, Norwest and Pinnacle.

About true[X] media:

true[X] media 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] media 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) media pioneered the engagement-based ad model, is headquartered in Los Angeles and New York, with offices in Chicago, San Francisco, Atlanta, and Detroit. For more information, visit www.truex.com or follow us on Twitter @true_x_media.

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