Broker profile
Fifty
A London audience-intelligence company, Fifty Technology Limited, that scrapes public social media (bios, photos, posts and handles) and sells aggregated audience insight to advertisers, relying on legitimate interests rather than asking you. Fifty reports 1,145,868 deletion requests in its 2024 California filing, the fifth-largest figure on the register, yet the page it publishes as its opt-out carries no opt-out form. It sends you to change your privacy settings on Twitter, Facebook and Instagram, then gives an email address and a California hotline.
Fifty overview
At a glance
- Data published
- Moderate
- Re-listing frequency
- Aggressive
- Complaint record
- No public record
- Opt-out friction
- High
- Operator opacity
- Mostly disclosed
- Prior data incidents
- None documented
Each broker is scored 1 to 4 across the six dimensions above; higher means more exposure, and the overall gauge is their average.
What each dimension means
- Data published: how much and how sensitive the personal data they put out.
- Re-listing frequency: how quickly you reappear after opting out.
- Complaint record: the volume and pattern of complaints across BBB, Trustpilot, and Sitejabber. No listing, or a listing with no reviews, counts against the broker.
- Opt-out friction: how hard the removal process is to complete.
- Operator opacity: how hidden the operating company and its principals are.
- Prior data incidents: history of breaches or leaks of the data they hold.
- Category
Audience intelligence · social-media scraping
- Operating entity
Fifty Technology Limited · trading as Fifty & Fifty Media
- Headquarters
London, United Kingdom
- What it takes
Public social media profiles, posts, bios, photos and handles
- Legal basis
Legitimate interests · it doesn't ask you first
- CA deletion requests, 2024
1,145,868 · fifth-largest of 603 registrants
- Opt-out form
None · the opt-out page offers no mechanism of its own
- What works
Email, or a California hotline, both at the foot of the page
Background
Background
Fifty isn't a people-search site and sells no reports about individuals. It watches public social media at scale, works out what groups of people care about, and sells that understanding to advertisers and agencies. You're in it as raw material rather than as a listing.
- Operating entity
Fifty Technology Limited
- Also trades as
Fifty & Fifty Media
- Registered office
3rd Floor, 22 Gilbert Street London, W1K 5HD United Kingdom
- Incorporated
March 6, 2015 · company number 09476244
- Industry body
Member of IAB UK
- Supervisory authority
UK Information Commissioner's Office
The company is British, which changes the shape of your rights against it. Its privacy policy names a controller, a registered London address, an appointed data protection officer and the UK regulator you can complain to. By the standards of this directory that's an unusually complete disclosure.
What it does with that transparency is another matter. Fifty says it processes publicly available social media data on the basis of legitimate interests, the legal route that lets a company use your information because doing so suits its business, without asking you. Its policy adds that it'll take sensitive material where you've made it public yourself, citing the GDPR provision that permits it.
The part that matters most for anyone trying to get out sits in the same policy. Fifty says that for web and social media users it doesn't generally know your name, full email address, address or postcode, so it may be hard to identify your personal data, and that where it can't identify you it'll be unable to act on an erasure request. That's the company telling you, in advance, that it may not be able to find you in order to delete you.
The identifier it does hold is your handle. Fifty's opt-out page says its analysis isn't linked to individual identifiers "beyond public social media handles". A deletion request has to name the accounts, because a name and an email address are the things Fifty says it doesn't have.
Data Published
Data types
Fifty publishes nothing about you. It collects from platforms you already post on, aggregates it and sells the conclusions. These are the categories its privacy policy describes taking.
Public social media posts
Public profile bios and descriptions, plus any location you've put on your profile
Public photos, including sensitive material you've made public yourself
Public social media handles, the identifier it links its analysis to
Public follow and connection data, which it uses to map how communities form
Community and segment-level audience insight derived from all of the above
What Fifty says it doesn't take. Its opt-out page states it doesn't collect, store or sell cookie data, email addresses, browsing history or personal identifiers beyond public social media information. That's a narrower claim than it sounds, because public social media information is a very large category, and it's the one you're in.
Contact
Contacts & links
- Operating entity
Fifty Technology Limited
- Registered office
3rd Floor, 22 Gilbert Street London, W1K 5HD United Kingdom
- Correspondence address
31A Great Sutton Street London, EC1V 0NA United Kingdom · the address on its California filing, and where its policy says to write to the officer
- Privacy requests
- Data protection officer
- California hotline
- General enquiries
Key links
The addresses are hidden from copy and paste. Fifty obfuscates its email addresses in the page so they render for a human but not for a scraper, which is why the opt-out page shows no address at all in some browsers and readers. The real ones are above.
Reputation
Trust signals
There's no consumer reputation to report, and the absence is expected because Fifty sells to agencies and brands rather than to the public. The score still counts the missing public record as a risk because there is no complaint history to assess.
FAQ
Q & A
How did Fifty get my data if I've never heard of it?
From social media platforms you already use, by collecting what was publicly visible. It never contacted you because it doesn't believe it has to. It relies on legitimate interests, a legal basis that permits processing your information for its own business purposes without consent, which is why the first you hear of the company is usually a page like this one.
Will making my accounts private delete what Fifty already has?
No. Locking down a profile prevents future collection and does nothing about what was already taken, because that copy is already sitting in Fifty's datasets. Treat the privacy-settings advice as prevention and the deletion request as the removal. You need both, and only the first is on Fifty's page.
I'm not in California. Do I have anything?
The opt-out page only addresses Californians, but it isn't the last word. In the UK or EU you're on the strongest ground of anyone, since this is a UK company with an appointed data protection officer and a regulator, and your erasure right applies whatever the page was written for. Elsewhere in the US, Fifty's privacy policy names Colorado, Virginia, Connecticut, Utah, Florida, Nevada, Oregon, Texas, Washington and Montana alongside California as states whose residents may have additional rights, exercised through the same email and hotline.
Can Fifty even find me to delete me?
Possibly not, by its own account. Its privacy policy says it generally doesn't know names, full email addresses, addresses or postcodes for the social data it holds, and that where it can't identify you it won't act. So give it the one identifier it admits to using, the handles and profile links for every account you want covered.
Take yourself off data broker sites
Redact scans 120+ data broker sites from your device, finds where your details are listed, and submits the removal requests for you. If a broker relists you, it files again.
August 18, 2026 · The opt-out page was walked firsthand before a word was drafted, then read in full from its served HTML with the contact addresses decoded from the page's own obfuscation. The walk found no opt-out control, only platform-settings advice, an email address and a California hotline. Company detail from Fifty's privacy policy and the California data-broker registry. September 10, 2026 · Rechecked live. The opt-out page is unchanged and its only form is a Book a Demo sales enquiry. The privacy policy, dated February 2026, still gives the same three addresses and the same officer. The registry row still reports 1,145,868 deletion requests for 2024, all complied with in whole at a one-day median. Companies House confirms company 09476244 as active at the registered office given here.