Fifty launches Secure Data Exchange to enable secure and private sharing of CRM data.

Written by
Jamie Scott

29 Mar, 2022

Fifty is a technology company specialising in audience insights and digital media activation. Fifty uses AI, technology and data to help brands understand their customers and power digital advertising to best engage them.

Fifty SDX enables clients to share and enrich their CRM data, usually in the form of hashed email addresses, completely securely, without anyone within or outside Fifty being able to see the full list of identifiers or matched individual records to any third-party data or persons.

This secure exchange is achieved through multiple layers of security whilst being processed within a Fifty strongroom. Fifty strongrooms are virtual machines whose processes and data are not accessible to anyone. They maintain data privacy and security by employing strong encryption techniques at every stage of the process and by using the latest confidential computing technologies.

The cryptographic key used to protect the data never leaves the strong room and only exists whilst the data analysis is in flight. Only aggregated data will ever be returned from SDX and all data inputs will be securely instantly deleted through a process known as crypto shredding.

Head of Productisation at Fifty, Alexander Hawkesworth, shares his thoughts on how FiftyAurora and SDX fit into the privacy-first world: “FiftyAurora and SDX enable Fifty to provide value to any type of advertiser or publisher in the privacy-centric era - we can support a brand with little contact with their consumers by acting as their first-party data. And brands that have strong first-party data can rely on Fifty to supercharge it.”

CTO and Co-Founder Jamie Scott “SDX allows customers to encrypt their data and to maintain this privacy whilst it is processed. SDX provides a secure and anonymous framework to further enhance our privacy-focused products at Fifty. ”

To find out how your brand could utilise Fifty SDX to enrich your CRM data, get in touch with us at

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