Assembly and true[X] Join Forces to Power New Innovation in Premium Interactive Advertising

The partnership will give Assembly front-row access to true[X]’s technology as it aims to bring its clients a blend of cutting-edge data and media planning that puts the consumer first.

NEW YORK--()--Assembly, the MDC Partners media agency, announced today that it has partnered with true[X], the leading engagement advertising company, to combine the two companies’ core values to create next-generation digital campaigns. The agreement is the first of its kind for Assembly as it commits to engagement advertising.

“We’re always excited to partner with agencies that are aligned with our commitment to quality and are guided by principles that put the consumer first”

Through this partnership, Assembly clients – which include 21st Century Fox, E*TRADE, and Expedia, among others -- will have priority access to true[X]’s 100%-viewable, 100%-bot-free ad technology. Partnering with premium publishers and content services like ABC, Viacom, and Hulu, true[X] offers consumers the choice to engage with a brand’s interactive experience as an alternative to traditional commercial breaks.

“We’re believers in finding the most innovative media solutions and then committing to them,” said Catherine Warburton, Chief Investment Officer at Assembly. “true[X] has consistently shown that it’s at the forefront of industry change, and we’re proud to work with them.”

Assembly chose true[X] as its collaborator in this partnership in order to be able to optimally address its three pillars of effective media: one, transparency in all operations and goals; two, a commitment to meaningful and accurate data; and three, “emotional planning” rather than traditional strategic planning, putting the consumer at the center of the media process.

“We’re always excited to partner with agencies that are aligned with our commitment to quality and are guided by principles that put the consumer first,” said Sam Amiri, Senior Vice President of Sales and Partnerships at true[X]. “Both true[X] and Assembly are dedicated to advertising that’s built for real human engagement and true ROI, not for clicks.”

“By working with Assembly and using true[X]’s ad platform, we were able to engage with our audience in premium environments, which helps us to build brand love,” said Shannon Haydel, Head of Media, North America at

Terms of the deal have not been disclosed.

About Assembly

Assembly is a fast-growing, modern media agency that provides brands innovative media solutions powered by sophisticated planning and buying technologies. Assembly is backed by the creative heritage of MDC Partners, home to world-class creative agencies including 72andSunny, CP+B and Anomaly. The agency, headquartered in NYC, currently has a full-time staff of 490 people with offices in 4 North American markets. Its major clients include E*TRADE, Expedia, Arby’s,, The UPS Store, Timberland, Truth, 1-800 Contacts, 21st Century Fox, and Audible, among others. To learn more about Assembly, please visit

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.


Caroline McCarthy, 646-650-2042 x 5512
VP Communications