Sustainability FAQs: Fifty
Posted on Friday 10 November 2023
Fifty has completed IAB UK's Environmental Sustainability FAQs, designed to make environmental credentials more accessible and improve the focus of the industry
Section 1 – about your company |
Response |
Company name |
|
Number of UK employees |
10 - 49 |
Number of global employees |
0 - 249 |
Company type |
Ad Technology and Data Company |
Person accountable for environmental sustainability |
|
Section 2 – company energy usage |
Response |
Category of emissions measured eg. Scope 1, 2 and 3 |
Scope 1 |
Reduction strategies in place for energy use |
As part of our commitment to powering sustainable advertising, Fifty has gone beyond ‘carbon neutral’ or ‘net zero’ and removed even more carbon than we emitted last year. As of 2022, we’ve balanced 142.58t tonnes of carbon (110% of our emissions for 2021), while protecting biodiversity and supporting local communities. We also have implemented the Scope3 integration into our platform so can now offer clients:
|
Environmental sustainability policies, schemes or initiatives in place |
Business travel |
Percentage of energy usage from renewable sources |
Don't know |
Publicly available documents related to above |
No |
Carbon offsetting schemes used |
Yes, we use Earthly. Earthly helps companies invest in nature through high quality nature-based solutions that remove carbon, restore biodiversity and improve livelihoods. Through their innovative assessment and visualisation tools, businesses demonstrate the value of their investments in nature. |
Amount of CO2E offset in 2022 |
142.58t tonnes |
Environmental sustainability questions included in procurement activities | Yes |
Company's environmental sustainability objectives |
That’s why we are committed to constantly improving the tools that we offer to clients to help them evaluate their media carbon impact and take steps to reduce or offset them. Firstly we focused on measuring display advertising but we are currently testing other channel models for: social(across platforms, like Facebook, Instagram, TikTok, and Twitter), streaming-video (including CTV, YouTube), dooh (All digital out-of-home including transient and fixed screens) We are also investigating ways to further reduce our infrastructure carbon impact by moving to more energy efficient ARM processor chips and by moving our hosting to regions which have more of their energy supplied through renewables. With our Scope3 integration, our next step will be going beyond domains to measure the impact of social and app data, and we can’t wait to roll out these processes. Reducing absolute Scope 1 and 2 greenhouse gas emissions by 84% by 2025 and absolute Scope 3 emissions – including media buying – by 50% by 2030, both from a 2019 base year. Sourcing 100% of our electricity from renewable sources by 2025. Phase out single-use plastics in our offices. |
Section 3 - industry initiatives |
Response |
Industry certifications or initiatives |
Earthly Scope3 |
Training and engagement programmes for employees |
We provide one voluntary day per year for all staff, this year some of our team utilised their day to plant new trees in Northampton to restore local environments. The volunteer day was planned in partnership with Treeapp, a company that helps brands offset their carbon footprints by planting trees on sites all over the globe. |

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