Fifty5Blue, the new Kantar Media, will promote the use of AI and big data in audience measurement

Symbolizing its new stage after the acquisition of Kantar Media from the Kantar Group by H.I.G. Capital, Fifty5Blue is presented in partnership with the challenge of helping advertisers, agencies, media and social platforms define their strategies in an entertainment ecosystem marked by audience fragmentation and the abundance of content and data.

Over the past year, the company has undergone a profound transformation under independent ownership, with significant investments in talent, technology and strategic alliances. In the words of Patrick Béhar, Global CEO of the company: “We have taken advantage of the freedom to move faster, sharpen our focus and invest with a long-term vision, staying true to the independence, rigor and transparency that have always defined our company and our audience measurement solutions around the world.”

The company will accelerate its commitment to hybrid solutions that combine the highest quality panels with the scale and level of detail of the big data, driven by advanced technology and “governed by independence.” In addition, Fifty5Blue has reinforced its investment in AI to generate greater value for clients and partners, facilitating the analysis of its own data in real time and developing a new generation of tools that support the entire advertising funnel: “AI fundamentally reinforces the importance of our data, based on direct observation of what real people see.”

The global launch of Fifty5Blue is accompanied by a visual identity renewed that reflects the brand values: clarity, focus and trust. Although the brand evolves, the company has expressed its intention to continue serving advertisers, agencies, television networks and platforms from around the world, acting as a long-term partner in contexts of transformation and change.

"Today we take a step forward as Fifty5Blue, with ambition. In a world full of noise and data, we believe that clarity is the true differentiating factor. Our role is to eliminate unnecessary complexity, provide the right data with the most rigorous methods and offer our clients the clarity necessary to make better decisions. This new brand is based on the business we have built over the last year and on the principles we continue to defend: clearing the fog, ensuring independence and embracing impatience," underlines Béhar.

The company has confirmed that products and established companies such as IBOPE, TGI y TechEdge They remain fundamental pillars of the business and will continue to evolve and grow within the Fifty5Blue portfolio.