It has been nearly 18 months since location data vendor Gimbal acquired interactive ad specialist and ad marketplace TrueX from Disney, but only now are we beginning to see how the two technologies complement one another. Gimbal TrueX’s TrueTargeting offering looks to improve ad targeting for connected TV customers by building on the wealth of first-party data owned by the company. First-party data is fast becoming the must-have asset for any player in the ad tech business, so we are surprised that Gimbal TrueX has taken this long to roll out an offering that fully draws upon its combined arsenal. It would be wrong to pretend that the merged Gimbal TrueX has done all the hard work, however, as TrueTargeting’s…