Complementary acquisitions strengthen the group’s data, analytics and technology capabilities
London, 29th October 2026 – Fifty5Blue has completed the acquisitions of Simantea and TRP Research, bringing together complementary capabilities in audience insight, consumer behaviour and measurement technology.
These investments reflect Fifty5Blue’s commitment to delivering clarity across the content and advertising ecosystem, helping brands, agencies and media owners make better-informed investment decisions while accelerating the development of new measurement and effectiveness solutions.
Simantea extends Fifty5Blue’s capabilities in behavioural measurement and purchase data through its consumer panel and measurement technology. TRP Research will build on its established partnership with TechEdge, adding research and consultancy expertise alongside existing software capabilities.
Patrick Béhar, Global CEO of Fifty5Blue, said: “This investment represents another critical part of Fifty5Blue’s journey to deliver clarity to our customers. Simantea will help address a key customer need to tie our best-in-class audience data with lower funnel measures at a high level of granularity. With TRP, we will be able to help our customers not only evaluate our data but draw out valuable insights they can make business decisions on. We are incredibly excited to bring the Simantea and TRP teams onboard”
Connecting audiences with consumer outcomes
Simantea operates consumer panels whose opt-in mobile app captures purchases through receipts, alongside passive measurement of app and web activity, media consumption, digital and broadcast advertising exposure, and location. These capabilities help clients understand the relationship between media exposure, consumer behaviour and purchase outcomes.
The acquisition gives Fifty5Blue access to proven technology and specialist expertise to support the development of future measurement and effectiveness solutions.
Turning audience data into practical decisions
TRP Research is a long-standing partner of TechEdge, Fifty5Blue’s dedicated software arm and serves many of the same customers today. It specialises in audience reporting and consultancy, measurement panels, media monitoring and data visualisation through its partnership with TechEdge’s AudEx platform. Its audience insight expertise complements TechEdge’s data processing and analytical capabilities, which are available in more than 70 markets worldwide.
The acquisition builds on that existing relationship, bringing research, consultancy and software capabilities closer together to help clients interpret audience data and apply it to their business decisions.
Backing long-term innovation
The acquisitions form part of a wider programme of investment by Fifty5Blue’s owner, H.I.G. Capital, to accelerate the group’s innovation agenda.
Simantea and TRP Research will continue to operate under their current brand names, with both teams reporting to Fifty5Blue management.
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About Fifty5Blue
Fifty5Blue delivers clarity to brands, agencies and media owners in how people consume media. We lead the world in audience measurement, consumer insight and advertising intelligence.
We bring transparency and consistency to the media industry. Operating in over 80 countries, our data is the trusted currency that powers smarter decisions and drives the evolution of the media ecosystem.
About TRP Research
TRP Research is a leading voice in UK and international media analysis and understanding. We combine our knowledge and expertise of the media industry with existing and primary data sources to create meaningful research.
About Simantea
Simantea runs fully consented consumer panels that link what people see and hear with what they buy. This gives advertisers single-source data, from first impression to final purchase, to measure media effectiveness, improve targeting and power activation.