B2C Companies Using Google Publisher Tag in the UK: 66 Active Firms (2026)
B2C organisations using publisher ad tags run consumer-facing websites that monetise audience attention through display advertising in the UK.
Ad adoption in this cohort usually points to a direct-channel consumer business rather than a pure brochure site. The stack sits with commercial, audience, and web operations teams: ad operations manages inventory and yield, product teams control page performance, and analysts measure visit depth, repeat traffic, and campaign value. Typical users are mid-market publishers, sports and leisure operators, travel businesses, retailers, and e-commerce brands with enough recurring traffic to justify formal ad-serving workflows. Engagements tend to involve consent tooling, tag governance, and agency or in-house trading relationships, rather than a one-off website build.
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Across the UK, 66 actively trading B2C organisations are running this publisher ad-tag setup. Reported employment across the cohort totals 1,130 people, which fits a market of lean digital operators rather than large consumer platforms alone. Within the detected advertising category, the system accounts for 1.1% of a 5,775-company sector denominator, so it appears as a specialist monetisation layer rather than a default advertising tag. Registered-office geography is split between the South East and London, each at 21.2%, followed by the West Midlands and North West at 9.1% each, and the East of England at 7.6%.
Procurement is usually shared across ad operations, commercial leadership, web engineering and privacy teams, because the tag sits close to consent, measurement and page-load decisions. UK users need to reconcile advertising yield with GDPR duties, ICO expectations on tracking technologies, and contractual controls over downstream advertising partners. For consumer sites, the practical risk is less about the tag itself than about what it triggers: cookies, audience segments, auction calls, fraud controls and analytics events. That tends to make governance a recurring operating task, especially where external media agencies or multiple ad-technology partners can change tags without much product-team oversight.
Future adoption appears tied to whether consumer operators can justify display advertising as part of their own-channel economics, rather than treating it as incidental website income. Sites with repeat visits, editorial depth or fan communities tend to have more reason to maintain formal ad-serving workflows; thinner catalogue or campaign-led sites may stay with simpler advertising setups. Consolidation in the vendor layer is likely to keep pushing tag management, consent and measurement closer together. That may favour teams with in-house web operations capacity, while smaller firms rely on agencies to manage complexity and privacy review.
Adoption by company size
Adoption of Google Publisher Tag varies by company size across the trading UK B2C companies in this cohort. 0.1% of the 54,825 companies with under 10 employees run Google Publisher Tag (49 detected). 0.1% of the 26,843 companies with 10–50 employees run Google Publisher Tag (19 detected). 0.1% of the 3,060 companies with over 50 employees run Google Publisher Tag (3 detected).
66
Active firms
2026
1.1%
Of detected Advertising share
UK B2C
5
Median headcount
Filed accounts
139
Verified contacts
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Key facts
About 4% of the trading cohort reports turnover above £5M (3 of 66 firms) — the rest sits below that revenue band.
4% of the cohort was incorporated since 2022 (3 firms), so a sizeable share is in its first few filing cycles.
Publisher-ad-tag users represent 1.1% (66) of 5,775 B2C companies with a detectable advertising system, behind seven larger detected systems in the same category.
South East and London each account for 21.2% (14) of the cohort, ahead of the West Midlands and North West at 9.1% (6) apiece.
Co-detection points to a conventional consumer web stack: 68.2% (45) also run a tag-management layer, 50.0% (33) use a CDN or security layer and 45.5% (30) use a content-management system.
Media & Publishing is the largest overlapping sector tag at 33.3% (22), followed by Sport & Leisure at 24.2% (16) and Travel & Hospitality at 12.1% (8).
Financial-health ratings are mixed: 27.3% (18) are stable, 27.3% (18) are weak and 9.1% (6) are distressed.
Advertising market share among UK B2C
Share of the 5,775 UK B2C with a detectable system. As of June 2026.
What else do Google Publisher Tag-running B2C run?
Share of the 66 Google Publisher Tag-running UK companies where each technology was also detected. As of June 2026.
Where Google Publisher Tag B2C are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
5
Median headcount
£478.7K
Median UK turnover
4.5%
Above £5M turnover
3
Incorporated since 2022
139 verified decision-maker contacts
across these 66 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2C using Google Publisher Tag
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 5 filingsOperates a digital news platform publishing articles and commentary on UK and international news, politics, business, sport, entertainment, lifestyle and finance, alongside video, opinion columns,…
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 5 filingsPublishes online news content covering UK and international news, politics, business, sport, entertainment and lifestyle. Operates a digital news platform featuring articles, opinion pieces, videos…
Serves mass-market consumer readers interested in UK and world news, politics, royal coverage, sport, finance, travel, lifestyle, shopping, opinion and entertainment.
Financial Health
HealthyHealthy
Location
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Publishes national newspapers and operates a digital news platform providing reporting and commentary on UK and international news, politics, business, sport, entertainment, lifestyle and opinion,…
Serves UK consumer readers seeking news and commentary across politics, royal, showbiz, sport, finance, lifestyle, travel and shopping, through national newspaper and online channels.
Location
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Publishes online news and media content including UK and international news, politics, sport, entertainment, lifestyle and opinion articles via the Express.co.uk website, alongside videos,…
Serves UK consumer readers interested in news, politics, royal, showbiz, sport, finance, travel, lifestyle and shopping content, with audience segments relevant to advertisers.
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Financial sub-scores
Computed from 5 filingsOperates an online media platform publishing celebrity and entertainment news, articles, photos, and video content. Produces and distributes digital news coverage and related media, including…
Serves consumers seeking celebrity, entertainment, sports and hip hop news, photos and videos, alongside advertisers targeting that entertainment-news audience.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 3 filingsOperates an online arts and entertainment magazine publishing news, reviews, features and interviews covering music, film, television, art and gaming. Also offers subscriptions and an online store…
Serves consumer audiences interested in arts and entertainment, especially music, film, TV, art and gaming, with readers seeking news, reviews, features and interviews from a UK perspective.
Financial Health
StrongStrong
Location
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Financial sub-scores
Computed from 3 filingsPublishes a political and cultural magazine and digital media platform covering UK politics, international affairs, society, and the arts. Produces news reporting, opinion pieces, analysis, podcasts,…
Serves politically engaged UK and international readers, subscribers and newsletter audiences interested in current affairs, policy, culture and books, plus advertisers or partners seeking to reach…
Financial Health
StableStable · -19% CAGR over 2y
Location
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Financial sub-scores
Computed from 4 filingsPublishes online reviews, news, and buying guides about electric and hybrid vehicles. Provides comparisons of new and used EVs, advice on charging and ownership, calculators and tools, and links to…
Serves consumers and business users researching electric and hybrid vehicles, including private car buyers, used EV shoppers, company car drivers, salary-sacrifice employees and van buyers.
Financial Health
StableStable · -11% CAGR over 3y
Location
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Financial sub-scores
Computed from 3 filingsPublishes a print and online magazine and events guide covering arts, culture and entertainment. Provides news, interviews and reviews of film, festivals, food and venues, and maintains listings of…
Targets arts and culture consumers across the UK, plus event venues, festival organisers, promoters and advertisers seeking access to audiences for entertainment, food and drink, film and live events.
Financial Health
DistressedDistressed · -33% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsPublishes print and digital media brands covering politics, technology, media, wealth management, luxury lifestyle and fine wine. Produces journalism, research and events through titles including New…
Serves global B2B and B2C audiences, including technology leaders, media and publishing professionals, political and cultural readers, luxury and wealth-management audiences, fine wine enthusiasts,…
Financial Health
DistressedDistressed · -25% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online platform where consumers read and submit reviews of financial products and providers including banking, insurance, credit cards, loans and mortgages. Publishes rankings, comparison…
Serves consumers researching financial products, alongside banks, insurers, lenders, brokers and other financial services businesses using customer reviews and insight.
Financial Health
WeakWeak · Hiring · 26% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online parenting media platform publishing articles, news, reviews and guides on fatherhood, family life, and parenting. Produces podcasts and digital content and hosts an online…
Serves parents globally, especially fathers and new dads, covering families with babies, toddlers, children and teens, plus parents and grandparents seeking family-focused content.
Financial Health
StrongStrong · Growing, Hiring · 25% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsOperates an online platform for theatre audiences featuring show listings, ticket sales and discounts, reviews, news, interviews, and multimedia coverage of stage productions, particularly in…
Serves consumers and theatre enthusiasts looking for West End, Off-West End and regional UK productions, including ticket buyers seeking special offers and readers interested in theatre news and…
Financial Health
HealthyHealthy · 4% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsPublishes online motorsport news and media covering NASCAR, sprint cars, drag racing, IndyCar, Formula 1, motorcycle racing and other series, featuring race reports, photos, schedules, rankings, and…
Serves B2C motorsport enthusiasts and racing fans, plus industry followers, across NASCAR, sprint cars, drag racing, IndyCar, sports cars, motorcycles, off-road and rally.
Financial Health
StrongStrong · Growing · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsPublishes online guides and articles for learner and new drivers, covering driving lessons, the Highway Code, car buying, insurance, vehicle ownership and road safety, alongside car reviews and tools…
Serves learner drivers, newly qualified motorists and young car buyers, including students and first-time insurance buyers preparing for driving lessons, a first car and early car ownership.
Financial Health
WeakWeak · Hiring · 4% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsPublishes an online and print magazine covering contemporary music and culture, featuring news, interviews, reviews, podcasts and video content. Also sells merchandise and event tickets, distributes…
Serves a mixed B2C and B2B market: contemporary music and culture readers, fans and supporters, plus advertisers, brands and event partners seeking access to that audience.
Financial Health
WeakWeak
Location
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Financial sub-scores
Computed from 5 filingsPublishes *The Cricketer* magazine and operates a related website featuring cricket news, interviews, opinion and features covering international, county and grassroots cricket. Also sells magazine…
Sells to cricket fans and readers, including followers of England, county, women’s, schools and club cricket. Also serves consumers buying subscriptions, back issues and cricket-themed products, and…
Financial Health
WeakWeak · Hiring · 17% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsPublishes online financial news, market reports, and analysis focused on publicly listed companies and investment sectors. Produces articles, videos, and interviews, and organises investor events…
Targets a global investment audience, including retail and professional investors, market analysts and followers of public companies across sectors such as mining, tech, healthcare, energy and…
Financial Health
DistressedDistressed · -12% CAGR over 3y
Location
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Serves football fans, Fantasy Premier League players, ticket buyers, broadcasters, media organisations, sponsors, licensees and club audiences interested in Premier League news, fixtures, statistics…
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Financial sub-scores
Computed from 4 filingsOperates an online magazine and portal focused on mechanical wristwatches, publishing news, reviews, brand features and watch guides, and offering print magazine subscriptions, archives and related…
Serves luxury and mechanical watch enthusiasts, collectors and buyers, alongside watch brands and related advertisers seeking an audience interested in horology.
Financial Health
StableStable · 0% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsDevelops and publishes video games for web browsers, mobile devices, and consoles. Operates an online gaming website offering free HTML5 and classic browser games, including arcade, puzzle, platform…
Targets consumers who play casual and retro-style games online and on mobile, console, PC/Mac and TV platforms, including fans of arcade, puzzle, action and skill games.
Financial Health
WeakWeak · -4% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online magazine publishing opinion, analysis and essays on politics, culture, science and society. Produces written articles, videos and podcasts, and offers subscriptions, events and a…
Serves individual readers and subscribers interested in politics, culture, science, faith and society, with UK, US and European editions, plus event and club participants seeking commentary and…
Financial Health
DistressedDistressed · -54% CAGR over 5y
Location
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Operates an online motoring advice platform for new and young drivers, publishing guides, reviews and tips on learning to drive, buying used cars, car insurance, finance options and vehicle…
Serves UK learner, new and young drivers seeking guidance on driving lessons, first cars, insurance, road safety, car ownership and motoring costs.
Financial Health
N/AN/A
Location
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Financial sub-scores
Computed from 5 filingsPublishes a weekly football newspaper and online platform covering the English Football League. Provides news reports, match analysis, interviews, columns and features on the Championship, League One…
Serves a mixed B2C/B2B market: UK football fans following EFL Championship, League One and League Two, plus advertisers and football-related organisations seeking to reach that readership.
Financial Health
WeakWeak · -5% CAGR over 4y
Location
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Computed from 5 filingsOperates an online theatre information and ticketing platform featuring listings for stage productions, ticket offers, and venue information. Publishes theatre news, reviews, interviews, and…
Serves B2C theatre-goers and performing arts fans seeking West End, Off-West End, touring and regional UK show tickets, special offers, reviews and theatre news.
Financial Health
StableStable · 0% CAGR over 4y
Location
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Operates a professional football club’s official website featuring team news, match updates, player profiles, ticket sales, and information about the stadium, and runs an online shop selling branded…
Serves football fans and consumers interested in club news, match tickets, stadium visits, and branded merchandise, including supporters seeking official Chelsea FC content and products.
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Operates the official website of Chelsea Football Club, providing club news, match videos, player profiles, ticket sales, stadium information, and an online shop selling team merchandise and branded…
Serves football supporters and sports consumers, including match-going fans, online merchandise shoppers, and audiences seeking club news, videos, tickets, player information and stadium details.
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Financial sub-scores
Computed from 5 filingsPublishes digital and print content about hunting, fishing, shooting sports, and outdoor recreation. Offers memberships, video programming, and an online shop selling branded apparel, accessories,…
Targets B2C outdoor enthusiasts: hunters, anglers, shooting-sports participants, campers, hikers and survival-minded consumers, including magazine members/subscribers and shoppers of outdoor apparel…
Financial Health
WeakWeak · Hiring · 26% CAGR over 4y
Location
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Financial sub-scores
Computed from 4 filingsOperates an online publication focused on wristwatches, producing articles, reviews, buyer’s guides, brand coverage, videos and podcasts discussing watch models, limited editions and developments…
Financial Health
StrongStrong · Hiring · 36% CAGR over 3y
Location
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Financial sub-scores
Computed from 4 filingsPublishes an online news platform covering pilot training, aviation careers and industry developments. Produces articles, guides and newsletters for aspiring and professional pilots, and organises…
Serves aspiring and trainee pilots researching aviation careers, alongside flight training organisations, airlines, aviation recruiters and industry advertisers or exhibitors seeking access to…
Financial Health
HealthyHealthy · -7% CAGR over 3y
Location
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Financial sub-scores
Computed from 5 filingsPublishes a digital newspaper and media platform providing news reporting, investigations, opinion articles, and multimedia coverage on U.S. and international politics, business, technology, climate,…
Targets individual consumers and digital subscribers interested in U.S. and international current affairs, politics, business, technology, climate, health, sports and lifestyle coverage.
Financial Health
StableStable · Hiring · 5% CAGR over 4y
Location
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Manages and commercialises international media, broadcasting and digital rights for the Premier League football competition, operating official online platforms that publish match news, fixtures,…
Serves football fans and fantasy sports players worldwide, plus broadcasters, commercial sponsors, licensees and matchgoing supporters seeking club information, tickets, video and news.
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Financial sub-scores
Computed from 5 filingsOperates an online media platform covering UK rap, drill and grime music. Publishes music videos, artist interviews, news articles and original shows, and hosts user submissions for new music video…
Serves consumers interested in Black British music and popular culture, especially fans of UK rap, drill and grime. Also targets emerging and established music artists seeking video submissions and…
Financial Health
DistressedDistressed · -11% CAGR over 4y
Location
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Financial sub-scores
Computed from 2 filingsOperates an LGBTQ+ focused radio station broadcasting music, talk shows and podcasts via DAB, FM and online streaming. Produces presenter-led programmes, interviews and mix shows, and runs related…
Serves LGBTQ+ listeners across the UK, plus brands, agencies and organisations seeking to reach LGBTQ+ audiences through advertising and networking.
Financial Health
WeakWeak · Hiring · 31% CAGR over 1y
Location
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Financial sub-scores
Computed from 2 filingsOperates the official website and digital platforms for a professional football club, publishing news, match information, videos and player profiles, and selling match tickets and branded merchandise…
Serves B2C football supporters, including match-going fans, online merchandise shoppers, and visitors seeking club-related content and information about Stamford Bridge.
Financial Health
WeakWeak · Hiring · 13% CAGR over 1y
Location
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Computed from 3 filingsPublishes Spear’s Magazine and operates an online media platform covering wealth management, business, law, property and luxury lifestyle. Produces news articles, rankings such as the Spear’s 500,…
Targets ultra-high-net-worth individuals, family offices, wealthy families and the professional advisers serving them, including wealth managers, private client lawyers, tax advisers, property…
Financial Health
StableStable · 0% CAGR over 2y
Location
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Computed from 5 filingsOperates an online travel booking platform that allows users to search, compare and reserve flights, hotels, holiday packages, car rentals, airport transfers and activities. Provides a mobile app…
Targets price-conscious consumers and holidaymakers planning trips abroad, including app users comparing online travel options for flights, accommodation, car hire, transfers, activities and package…
Financial Health
StableStable · -20% CAGR over 4y
Location
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Retailer of consumer electronics and household appliances, selling products such as televisions, laptops, mobile phones, gaming consoles, kitchen appliances and smart home devices through online and…
Serves UK consumers and households buying electricals, appliances and technology online or in store, with a separate business channel for organisational buyers.
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Financial sub-scores
Computed from 5 filingsOperates a digital children’s radio station broadcasting music and entertainment programmes via DAB, online streaming and mobile apps. Produces podcasts and on‑demand audio shows, along with quizzes,…
Targets a B2C audience of UK children, families and parents, especially kids interested in music, stories, podcasts, books, quizzes and learning activities.
Financial Health
DistressedDistressed · -7% CAGR over 4y
Location
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Computed from 5 filingsPublishes a literary magazine and books featuring fiction, essays, memoir, poetry, and photography. Operates an online platform for new writing, offers writers’ workshops and courses, and produces…
Serves literary readers and subscribers interested in new fiction, essays, memoir, poetry, art and books, as well as writers seeking submissions, workshops and courses; also offers advertising to…
Financial Health
StableStable · -72% CAGR over 4y
Location
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Computed from 3 filingsOperates a professional football club, organising men’s, women’s and youth teams and competitive matches. Sells match and season tickets, merchandise and hospitality packages, and provides stadium…
Serves football supporters and families buying tickets, memberships and merchandise, plus corporate clients seeking matchday hospitality, sponsorships, conferences, private events and stadium…
Financial Health
StableStable · 0% CAGR over 2y
Location
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Computed from 4 filingsOperates a professional football club, organising first‑team and academy matches and competitions. Sells match tickets and hospitality packages, runs a club shop, provides supporter information and…
Serves football supporters and families, matchday hospitality guests, streaming viewers, community participants, and businesses seeking sponsorship, advertising, conferencing or event opportunities…
Financial Health
WeakWeak
Location
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Operates a professional football club, organising competitive matches and team activities. Provides match tickets, club news, videos, and player profiles through its website, and sells branded…
Serves football supporters, matchday attendees, online merchandise shoppers, and visitors seeking club news, tickets, player information and Stamford Bridge information.
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Financial sub-scores
Computed from 5 filingsOperates an online platform listing private healthcare specialists, surgeons, physicians, clinics, and hospitals. Enables users to search by specialty or name, compare professionals, request quotes,…
Serves private patients in the UK and overseas seeking Harley Street specialists, clinics, second opinions or video consultations, and sells listing/advertising options to private doctors and clinics.
Financial Health
StrongStrong · Growing, Hiring · 41% CAGR over 4y
Location
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Computed from 5 filingsProvides travel agency services focused on travellers aged over 50, offering holiday packages, cruises, tours and tailor‑made trips. Publishes travel reviews and articles, partners with tour…
Serves UK consumers aged 50+, including solo travellers, couples, families and groups, seeking leisure holidays, cruises, tours and travel inspiration across domestic and international destinations.
Financial Health
HealthyHealthy · Hiring · 26% CAGR over 4y
Location
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Computed from 5 filingsOperates a chain of cinemas screening mainstream films and special event broadcasts, including opera and theatre productions. Provides film listings, online ticket booking, gift cards, and accessible…
Sells to cinema-goers and local communities visiting independent UK cinemas, including families, parents with babies, children, and audiences needing subtitled, sensory-friendly or accessible…
Financial Health
StableStable · Hiring · 34% CAGR over 4y
Location
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Computed from 5 filingsOperates a professional football club competing in English football, organising matches and team activities, managing players and staff, selling match tickets and hospitality packages, publishing…
Serves consumer football audiences: club supporters, matchgoing fans, stadium visitors and online shoppers buying official team merchandise, plus general Premier League followers seeking club-related…
Financial Health
HealthyHealthy · -16% CAGR over 4y
Location
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Operates a professional football club, organising men’s and women’s teams that compete in domestic and international competitions. Generates revenue through match tickets, broadcasting and commercial…
Serves football supporters, matchgoers and online consumers, including local and international fans, stadium visitors, and buyers of club-branded merchandise.
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Operates the official website and ticketing platform for a professional football club, providing online sales of match tickets and hospitality packages, supporter memberships, retail merchandise, and…
Serves Plymouth Argyle supporters and match-going football fans, alongside businesses seeking matchday hospitality, sponsorship, advertising and club partnership opportunities.
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Computed from 5 filingsOperates an online platform that lists private healthcare specialists, surgeons, and clinics. Allows users to search by specialty or name, view practitioner profiles, and request quotes,…
Serves private patients, including international patients, seeking consultants and clinics in the Harley Street area; also targets healthcare specialists and clinics seeking directory listings or…
Financial Health
StrongStrong · Hiring · 26% CAGR over 4y
Location
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How Google Publisher Tag usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2C companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2C companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Google Publisher Tag is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK B2C companies use Google Publisher Tag?
What share of UK B2C companies run Google Publisher Tag?
How is Google Publisher Tag usage detected?
What size B2C companies use Google Publisher Tag in the UK?
What do Google Publisher Tag-running B2C companies also run?
Can I get contact details for these companies?
Search 66 UK companies by the advertising technology they run.
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