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Environmental Sustainability FAQs

With this tool, you can view and compare credentials of companies who are committed to reducing the environmental impact of the advertising industry. Understand the steps they are taking to measure and reduce their emissions, their energy use, the policies they have in place to reduce their carbon footprint and to engage and educate their teams, and what they have set out to achieve in the future.

If you are an IAB member and would like to be involved, please get in touch at [email protected]

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Fifty

19/23 questions answered

Download all Fifty answers

Section 1 - About your company

Company name

Fifty Copy answer

Number of UK employees

10-49 Copy answer

Number of global employees

0-249 Copy answer

Company type

Ad Tech or Data Company Copy answer

Person accountable for environmental sustainability

Lucie Pearce Copy answer

Section 2 – Your company’s energy usage

Category of emissions measured eg: scope 1,2,3

Scope 1, Scope 2, Scope 3 Copy answer

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:
- An understanding of different media domains’ gCO2PM impacts on a regular basis.
- Optimised media plans towards greener solutions, all linked with our audience targeting.
- The opportunity to responsibly compensate for gCO2PM at campaign-end Copy answer

Environmental sustainability policies, schemes or initiatives in place

Business travel, Everyday recycling, Tech recycling, Travel to work, Website hosting, Working from home Copy answer

Percentage of energy usage from renewable sources

- Copy answer

Can you verify your answer about renewable energy percentage by linking to a publicly available document?

- Copy answer

Carbon offsetting scheme 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. Copy answer

Amount of CO2E offset in 2022?

142.58t tonnes Copy answer

Environmental sustainability questions included in procurement activities

Yes Copy answer

Company's environmental sustainability objectives

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. Copy answer

Section 3 - Industry initiatives

Industry certifications or initiatives

Earthly, Scope3 Copy answer

Training or 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. Copy answer