Fox announced  plans today to offer consumers of its shows on Hulu the opportunity to watch less ads by interacting with one “engagement” ad.   The technology platform for the engagement ad is true[X] – a video adtech company that was acquired by 21st Century Fox last year.

At Cannes Lions this past June, we spoke with co-founder Dave Levy about the genesis of the company and its role in the marketplace.  We have republished the video today.