Dive Brief: 

• Thanks to a deal with True[X], Horizon Media will now be able to buy programmatically based on engagement metrics like video views, social media likes/shares, clicks, and submitted survey forms.
• Rather than the industry standard of CPM, True[X] and Horizon have developed the first-ever system where advertisers only pay for true engagement. 
• According to True[X],  which provides the inventory, it's impossible for bots to perform the type of engagement paid for on the system, so it's fraud proof. 

Dive Insight: 

Horizon Media and True[X] are out to solve a huge problem in digital advertising. Not only is the system they describe more valuable because the engagement is real, but it could also be a solution to the rampant fraud. In order to achieve the kind of engagement True[X] charges for, the ads have to be visible, solving another huge problem.