Published by Sue Johns-Chapman
Published Date 11.05.2022 
We are delighted to have been shortlisted for not just one, but two awards at this year’s UK Digital Growth Awards for Best Use of Data and Best Innovation! We’re thrilled to be recognised amongst so many other digital advertising heavyweights and we can’t wait to find out the results. In the meantime, here is a little more about us.
About Fifty
Fifty is a technology company specialising in audience insights and digital media activation. Fifty uses data and technology to transform how organisations understand their customers and power digital advertising to best engage them.
Since our formation in 2015, Fifty has analysed over 3,000 individual brands or markets and emerged as one of the world’s leading businesses in this disruptive market. Since 2020, Fifty has grown by 270% from 20 to 54 employees across the UK, US and Australia.
Who are we?
Fifty are experts in evolving audiences and growing brands. We specialise in partnering with innovative, ambitious businesses, powering insights and media to change the world. We are striving to re-define the advertising status-quo to build in privacy and transparency for the customer as well as the client.
Fifty is recognised as having played an integral role in the success of building some of the UK’s rising brands, such as Brewdog and Pasta Evangelists. Fifty was also named as one of the ’17 European AdTech companies that will have a big 2021′ by ExchangeWire, was shortlisted by ExchangeWire for The Wires Global Awards 2021 in the ‘Best Use of Data’ category, and was named as one of AdExchanger’s ‘Programmatic Power Players’ for 2021.
What makes us different?
We understand audiences as humans with passions and interests – not simply as IDs associated with a taxonomy – that is our superpower. We believe the only way to target audiences effectively is by understanding what drives them.
As a people-first business, we understand audiences as humans with passions and interests, not simply as IDs associated with a taxonomy. We believe the only way to target audiences effectively is by understanding what drives them, which is why we created FiftyAurora.
Built for a cookieless world, our award-winning technology FiftyAurora was developed with this human-centric approach in mind to provide an alternative, ‘privacy-by-design’, ID-free approach to media targeting that is applicable to all digital programmatic advertising and its players.
Fifty begins each and every campaign by understanding the people that make up an audience, all without tracking them. FiftyAurora finds and analyses your desired audience across our social dataset, then uses these signals to match them to pages with high affinity based on their interests and passions. This cutting-edge technology enables brands and publishers to target audiences beyond the limited scale of consented data, and with more intelligence than page context alone.
Our innovation doesn’t stop with FiftyAurora. This year, Fifty has also developed a secure data exchange, Fifty SDX, to allow brands to enrich and share their CRM data securely and privately. When combined, FiftyAurora and SDX enable Fifty to provide value to any type of advertiser or publisher in the privacy-centric era. We can support a brand with little contact with their consumers by acting as their first-party data and those brands with strong first-party data can rely on Fifty to supercharge it.
Why we entered the UK Digital Growth Awards
2021 was a very busy year for Fifty! Not only did we launch our ID-free targeting solution FiftyAurora, but we also had the opportunity to work with brilliant clients on some really rewarding campaigns across crypto, luxury automotive and FMCG sectors, among others. We entered the UK Digital Growth Awards to not only celebrate these client wins, but also to showcase how our technology is set to revolutionise audience targeting for the privacy-first era.
Our entry for Best Use of Data outlines our recent work we did with Omnigov at MG OMD for the Office for Health Improvement & Disparities (OHID). We chose to enter this campaign as it serves as an excellent example of Fifty’s ability to provide real-time, granular insights into audiences’ cross-channel behaviour, as well as sophisticated targeting beyond first-party data available on social platforms.
Our Innovation Award submission centres around our ID-free targeting solution FiftyAurora and its ability to outperform traditional cookie-based solutions in both accuracy and performance.
What a win would mean for Fifty
For us, winning a UK Digital Growth Award would mean recognition from the digital advertising industry for our contributions towards a more secure, privacy-focused future.
A win would be a testament to our commitment to our clients and our promise to deliver tangible results. We are fortunate to have worked with a large number of ambitious brands who are open to embracing new and innovative digital marketing strategies, which, as outlined in our entry, ultimately lead to success.
That said, no matter who takes home the trophy, Fifty is committed to driving innovative solutions that disrupt the advertising status quo and place people at the heart of digital media strategies. Fifty’s tech stack is constantly evolving and we intend to continue optimising our client offering to help them stay well ahead of the digital advertising curve.
To learn more about how Fifty is helping global brands understand, target and reach their current and future customers, get in touch with the Fifty Team at hello@fifty.io or book a meeting directly here.
LinkedIn: https://www.linkedin.com/company/fifty-technology
Instagram: fifty_io
Twitter: fifty_io
