Joe Marchese - P 2015
Two months after 21st Century Fox acquired advertising technology firm TrueX, the company’s founder and CEO is taking an in-house role at the company.
Joe Marchese has joined Fox Networks Group as president of advanced advertising products. He will continue to oversee TrueX while also expanding his oversight to include operations in nonlinear advertising products and services. Marchese will report to FNG president and COO Randy Freer.
“Joe’s deep expertise in digital advertising will serve as a real catalyst for FNG as we transform how we connect brands with consumers in today’s digital marketplace,” said Freer. “We are fortunate to have Joe on board and look forward to benefiting from his leadership as we drive greater monetization throughout our nonlinear products and services.”
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In an interview with The Hollywood Reporter, Marchese says he will focus on innovating around new advertising formats that favor quality of engagement instead of quantity. “We’re at this point where we as an industry are figuring out how we’re going to support quality content instead of tonnage,” he added. “TrueX is the innovation center right now, and using TrueX to go beyond into new ad formats will be great for Fox.”
Marchese founded TrueX in 2007 to create opt-in ads that audiences can engage with for a period of time instead of seeing the standard series of ads throughout a long piece of video content. Fox acquired the company in December for a reported nearly $200 million. TrueX remains independent and operates out of an office in West L.A.
Marchese says that joining forces with Fox has validated TrueX’s opt-in engagement ads as the forefront of new advertising technology. “It allows us to add scale immediately to validate the format to agencies,” he added. “With the the size of Fox and their quality programming behind us, they’re going to adopt the ad format that much quicker.”
