Companies Using X Ads in London: 123 Active Firms (2026)
London companies running paid social advertising use website tags to support campaign measurement, audience building and conversion tracking.
Adoption usually sits with growth, demand-generation and ecommerce teams rather than general IT. The tag is a browser-side advertising and measurement layer, used when a company has enough paid acquisition volume to care about attribution, retargeting and creative testing. In London, the likely users are B2B software vendors, consumer finance apps, publishers and online retailers; many sell directly through the web, while others use paid social to fill enterprise or mid-market pipeline. Running it tends to signal a budgeted go-to-market function, consent tooling and either in-house marketing operations or a retained agency.
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London has 123 actively trading companies running paid social advertising tags on their public websites, with 12 above £5M turnover and 14 incorporated since 2022. Reported employment across the cohort totals 1,809 people. The mix is tilted towards online commercial models rather than offline-only businesses: SaaS accounts for 31.7% of the cohort, startups for 15.4%, AI and machine-learning companies for 11.4%, fintech for 10.6%, and media and publishing for 8.1%. The median user appears small, with a median headcount of 5 and median turnover of £680k, but the presence of larger revenue firms gives the list a mid-market tail.
Consent sits at the centre of the operating context for companies using paid social tags. UK online advertising is governed through overlapping advertising, privacy and competition regimes rather than a dedicated licence: the CAP non-broadcast code covers online advertising, sales promotions and direct marketing, while the Advertising Standards Authority enforces advertising rules. The ICO says storage and access technologies used for ad selection, delivery, tracking and profiling require consent under PECR and UK GDPR. The CMA has also found that competition in online platforms and digital advertising was “not working well”, pointing to ongoing scrutiny of platform dependency.
Adoption appears likely to become more selective rather than simply broader. Small commercial teams tend to keep paid social tags when they can connect them to consented events, ecommerce revenue or qualified pipeline, but weaker attribution makes casual deployment less attractive. Larger users may shift more work into server-side measurement, consent design and data-clean-room style workflows, usually with marketing operations and legal teams closer together. Platform bundling could keep the tag present on many sites, while privacy pressure pushes some activity back towards contextual targeting and owned audience development.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of X Ads rises with company size across the trading companies in this cohort. 0% of the 532,485 companies with under 10 employees run X Ads (87 detected). 0.2% of the 15,364 companies with 10–50 employees run X Ads (28 detected). 0.3% of the 1,763 companies with over 50 employees run X Ads (6 detected). That is a 0.3% gap between the over 50 employees and under 10 employees bands.
123
Active firms
2026
12
Above £5M turnover
Trading firms
5
Median headcount
Filed accounts
278
Verified directors
Across this cohort
Top companies using X Ads in London
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 filingsRetailer of fashion accessories selling handbags, wallets, small leather goods, belts, keyrings and related items through branded stores and an e‑commerce website for consumers worldwide.
Sells to consumers shopping for fashion accessories, especially handbags, wallets and related accessories through its online store. Targets individual retail customers rather than businesses or…
Financial Health
DistressedDistressed · -14% CAGR over 4y
Location
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Computed from 3 filingsProduces digital journalism, documentaries and online video covering news, culture, technology, travel and other topics. Publishes articles and multimedia on vice.com and provides digital advertising…
Serves consumers interested in news, culture, tech, music, travel and lifestyle content, plus brands and advertising clients seeking digital media audiences and creative services.
Financial Health
WeakWeak · Hiring · 7% CAGR over 2y
Location
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Computed from 5 filingsOperates an online city guide publishing articles and curated listings about events, attractions, restaurants, exhibitions, nightlife, and activities in London. Provides recommendations, local news,…
Serves London residents and visitors seeking recommendations for restaurants, bars, exhibitions, shows, nightlife, family activities and weekend events.
Financial Health
WeakWeak · -29% CAGR over 4y
Location
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Computed from 3 filingsOperates an online cryptocurrency exchange and financial platform enabling users to buy, sell, trade, and store digital assets. Provides spot trading, instant purchase, wallet services, and staking…
Sells to retail cryptocurrency users and active traders, plus business customers seeking crypto services and partnerships. Targets global users, with some products and offers tailored by country or…
Financial Health
StableStable · -34% CAGR over 2y
Location
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Computed from 5 filingsOperates an online marketplace for discovering and booking event venues worldwide. Provides venue search tools, event sourcing and booking management software for businesses, and marketing listings…
Serves businesses, procurement teams, office teams and professional event organisers sourcing venues, alongside consumers planning private events such as weddings or parties. Also targets venue…
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
Location
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Computed from 3 filingsDesigns and sells women’s fashion and accessories through an online store, including ready‑to‑wear clothing, outerwear, knitwear, dresses, shoes, leather bags, jewellery, and small accessories such…
Sells direct to fashion consumers shopping for designer womenswear, bags, shoes, jewellery and accessories online and through retail store services.
Financial Health
StrongStrong
Location
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Computed from 5 filingsOperates retail jewellery brands and e‑commerce platforms selling diamond jewellery, engagement rings, watches and accessories. Manages multiple branded chains and provides related services such as…
Targets B2C consumers in the U.S., UK and Ireland through jewellery retail brands, including shoppers buying for milestones, special occasions, gifts, self-expression and relationships.
Financial Health
StrongStrong · Growing · 0% CAGR over 4y
Location
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Computed from 5 filingsOperates an online platform for businesses to order corporate catering and workplace food services, connecting companies with catering suppliers and providing recurring meal plans, office pantry…
Sells to businesses, office managers and workplace teams arranging meals, events and pantry provision for employees across the UK, Ireland, Netherlands, Germany, Australia and Singapore.
Financial Health
StableStable · -78% CAGR over 3y
Location
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Computed from 5 filingsPublishes a trade magazine and online platform covering the grocery retail and FMCG sectors, providing news, analysis, market reports, product coverage, rankings and industry events related to…
Sells to grocery and FMCG industry professionals, including supermarket and wholesale retailers, food and drink brands, suppliers, category managers, and executives seeking sector news, analysis,…
Financial Health
HealthyHealthy · Hiring · 3% CAGR over 4y
Location
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Computed from 3 filingsProvides online educational content, professional development courses and software tools for sports coaches and organisations, including session planning applications, learning management platforms,…
Serves individual sports coaches, sports clubs, leagues, associations and national federations, with separate offerings for coaches developing their skills and organisations managing coach education…
Financial Health
StableStable · Hiring · 44% CAGR over 2y
Location
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Computed from 4 filingsProvides investment management and digital advisory services, offering multi-asset investment products including private equity funds, fixed-return portfolios, offshore structured notes and…
Sells to individual investors seeking wealth growth, income, capital protection or offshore exposure, and to clients using digital robo-advice. Also serves independent financial advisors looking for…
Financial Health
StableStable
Location
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Provides marketing and communications services including advertising, media planning and buying, branding, public relations, experiential marketing, commerce, and content production, using data…
Serves enterprise and global consumer brands, primarily marketing and sales leaders seeking agency support across advertising, media, branding, commerce, public relations, health and experiential…
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Computed from 5 filingsOperates Spanish restaurants and tapas bars, offering dine‑in bookings, catering and private event services. Sells Spanish food, wine, hampers and gift vouchers through an online shop and provides…
Serves consumers dining at Spanish restaurants in London, Esher, Abu Dhabi and Spain, plus UK customers buying Spanish food and wine online. Also targets group, corporate and private event organisers…
Financial Health
WeakWeak · -67% CAGR over 4y
Location
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Provides cross-border payment services and foreign exchange risk management for businesses through an online platform. Offers international money transfers, multi-currency payment capabilities, and…
Serves businesses, public sector bodies, NGOs and financial institutions needing cross-border payments and FX risk management, across sectors such as manufacturing, hospitality, construction,…
Financial Health
N/AN/A
Location
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Computed from 3 filingsOperates an online retail store selling prescription eyeglasses, sunglasses and contact lenses from multiple brands. Also offers coloured lenses, lens care products, hearing aids and related…
Sells directly to UK consumers buying prescription glasses, sunglasses, contact lenses and hearing aids online, including men, women, children and contact lens wearers seeking branded eyewear.
Financial Health
WeakWeak · Hiring · 85% CAGR over 2y
Location
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Provides an online banking platform for small businesses offering checking accounts, credit cards, and access to financing. Includes tools for invoicing, bookkeeping, budgeting reserves, financial…
Serves small businesses, self-employed professionals, freelancers and consultants, including marketing advisors, web developers, brand designers, property managers, photographers and online retailers.
Financial Health
N/AN/A
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Computed from 5 filingsOperates a digital sports and entertainment media network that helps publishers and rights holders monetise online content. Provides advertising sales, sponsorship activation, and ad‑technology tools…
Serves sports and entertainment publishers and rights holders, from niche sites to large media owners, plus advertisers and brands seeking access to premium sports and entertainment audiences.
Financial Health
DistressedDistressed · -15% CAGR over 5y
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Computed from 5 filingsProvides cross-border payment services and electronic money accounts for businesses, including multi-currency e-wallets, FX conversion, international bank transfers via SWIFT and local networks,…
Sells to businesses needing cross-border payment services, especially worldwide digital businesses handling international payments, multi-currency accounts and payouts. Targets companies requiring…
Financial Health
StableStable · -6% CAGR over 3y
Location
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Computed from 5 filingsProvides digital marketing services for B2B companies, including SEO, paid search and social advertising, account-based marketing, content strategy, remarketing, conversion rate optimisation,…
Serves mid-market and enterprise B2B technology companies, particularly marketing and growth leaders responsible for demand generation, demand capture and full-funnel performance across multiple…
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 5 filingsProvides subscription-based home emergency and boiler cover plans for homeowners and landlords. Services include annual boiler servicing and repair callouts, with cover for central heating systems,…
Serves UK homeowners and landlords seeking subscription-based home emergency, boiler, heating, plumbing, electrics, drainage, pest and security cover for residential properties.
Financial Health
StableStable · -33% CAGR over 4y
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Computed from 5 filingsPublishes Prospect, a monthly current affairs magazine covering politics, economics, culture and ideas. Produces long-form journalism, opinion columns and analysis online and in print, alongside…
Serves individual readers and subscribers interested in UK and international politics, policy, ideas and culture, plus organisations seeking policy insight reports, events or commercial opportunities…
Financial Health
StrongStrong · Hiring · 8% CAGR over 4y
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Operates and manages early childhood education and childcare centres, providing early years learning, care, and development programmes for young children. Develops educational curricula and teaching…
Serves parents and families seeking early childhood education and childcare for young children, and engages early childhood development centres interested in joining its international nursery network…
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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
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Computed from 5 filingsProvides social media marketing services including strategy development, content and creative production, paid social advertising, and performance analysis. Works with brands to plan, manage and…
Serves growth-focused consumer and B2B brands, including companies in technology, media, food, travel and professional information services, typically marketing teams seeking business impact from…
Financial Health
DistressedDistressed · -7% CAGR over 4y
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Computed from 2 filingsProvides online form-building software to create forms, surveys, quizzes, and polls, collect registrations, feedback, payments, and data, and integrate responses with other applications and automated…
Targets B2B and individual users, including entrepreneurs, educators, event organisers, marketers, HR, sales and IT teams, plus enterprises needing online data collection from audiences, customers,…
Financial Health
DistressedDistressed
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Computed from 3 filingsDevelops and distributes at‑home fertility testing products, including smartphone‑connected sperm analysis devices and software that measure semen parameters such as count, motility, and…
Serves consumers, especially men and couples trying to conceive or concerned about fertility, and also engages fertility clinics, professionals and affiliates through partner channels.
Financial Health
DistressedDistressed · -9% CAGR over 2y
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Computed from 5 filingsOrganises conferences, executive discussion forums and online content platforms focused on data, analytics, cybersecurity and technology leadership. Produces articles, reports, podcasts and…
Serves C-suite and senior executives in data, analytics, information security, risk and asset operations at businesses globally.
Financial Health
StableStable · -68% CAGR over 4y
Location
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Computed from 4 filingsProvides online fundraising and donation software for charities, including branded donation pages, fundraising campaign pages, event registration and ticketing, and tools for managing mass…
Serves charities and nonprofit fundraising teams, including organisations running digital donation campaigns, appeal pages, in-memory giving and mass participation events such as major UK challenge…
Financial Health
StableStable · 2% CAGR over 3y
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Computed from 5 filingsProvides web‑based cobrowsing and screen‑sharing software for customer support and sales teams. Offers tools and APIs that let agents view and guide users on webpages, share presentations without…
Serves B2B organisations, especially enterprise customer support, sales, developer/product and marketing teams that need to assist, present to, or engage customers through digital channels.
Financial Health
StableStable · Hiring · 22% CAGR over 4y
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Computed from 5 filingsOperates an immersive sensory entertainment experience where groups complete themed challenges testing sight, smell, touch, taste and hearing. Provides ticketed team activities with interactive…
Serves consumers and corporate groups in London, including families with children aged 7+, friends, co-workers, and teams of 4–15 people.
Financial Health
StableStable · Hiring · 93% CAGR over 4y
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Computed from 5 filingsOperates an online platform providing analysis, statistics, team news and predicted line-ups for fantasy football games. Publishes articles, podcasts and data tools to help users manage teams in…
Serves individual fantasy football managers and paid members across Premier League FPL and other formats, including UCL, Bundesliga, EFL, MLS, Saudi, Serie A, Women’s UCL and WSL games.
Financial Health
StableStable · Hiring · 19% CAGR over 5y
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Computed from 5 filingsOperates quick-service food outlets serving Filipino-inspired street food, including chicken inasal, beef and chicken adobo, rice boxes, burritos, fries, and plant-based options. Provides takeaway…
Serves individual consumers and casual diners ordering Filipino-inspired street food for takeaway or delivery, especially Uber Eats users around Peckham, Elephant & Castle and White City.
Financial Health
WeakWeak · Hiring · 76% CAGR over 4y
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Computed from 5 filingsOperates an online retail store selling curated women’s clothing, shoes, bags and jewellery, alongside homeware such as kitchen goods, baskets and soaps. Also designs and sells its own Plümo Studio…
Sells direct to consumers, primarily women seeking contemporary clothing, shoes, jewellery, accessories and selected homewares, especially shoppers interested in artisan-made, design-led pieces.
Financial Health
WeakWeak · -2% CAGR over 4y
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Computed from 2 filingsProvides demand generation and marketing services for B2B software companies, including campaign strategy, live event and webinar marketing, multi‑channel outreach, social content creation, data…
Serves B2B software companies globally, targeting growth, marketing and revenue teams that need support reaching target accounts, generating demand and scaling customer acquisition.
Financial Health
StrongStrong · Growing, Hiring · 225% CAGR over 1y
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Computed from 3 filingsProvides digital asset infrastructure software for financial institutions and fintech companies, including custody and wallet technology, treasury management, payment and settlement tools,…
Serves B2B customers in digital assets, including fintechs, crypto exchanges, trading firms, payments companies, banks, Web3 businesses and startups, from high-volume retail platforms to…
Financial Health
StrongStrong · Hiring · 19% CAGR over 2y
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Computed from 4 filingsProvides private hire transport services including minicabs, airport transfers, minibuses, coaches, and chauffeur‑driven luxury vehicles such as limousines and executive cars. Offers on‑demand and…
Serves private passengers, groups and corporate account customers in London, including airport travellers, event attendees, wheelchair users and larger parties needing minibuses or coaches.
Financial Health
StrongStrong · Growing, Hiring · 15% CAGR over 3y
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Computed from 5 filingsOperates a professional football club, organising men's and women's teams and academy squads, competing in football competitions, selling match tickets and memberships, publishing club news and video…
Serves football supporters, matchgoers and online consumers seeking club news, tickets, stadium information, videos and official merchandise.
Financial Health
StrongStrong · Growing · 0% CAGR over 4y
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Computed from 5 filingsDevelops and provides booking and ticketing software for tour operators, attractions, sightseeing tours and hop‑on hop‑off bus services. Platform includes online reservations, OTA integrations,…
Serves B2B operators in travel and visitor attractions globally, including hop-on hop-off and bus operators, sightseeing tour companies, observation decks, cultural venues, and leisure destinations.
Financial Health
HealthyHealthy · -73% CAGR over 4y
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Computed from 5 filingsProvides revenue-based finance and merchant cash advances to small and medium-sized businesses. Offers unsecured funding repaid as a percentage of future credit and debit card sales, used for cash…
Serves UK SMEs that take card payments, including high street and online retailers, hospitality operators, service businesses, shop owners, restaurant owners and vet practices needing business…
Financial Health
HealthyHealthy
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Computed from 2 filingsProvides payment processing and merchant acquiring services for e‑commerce businesses. Offers multi‑currency payment methods, business accounts, card issuing and payout services through an electronic…
Serves B2B merchants and digital brands in eCommerce, travel and hospitality, gaming, subscription services, transportation and entertainment, especially businesses needing multi-currency payments…
Financial Health
StableStable · Hiring · 142% CAGR over 1y
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Computed from 3 filingsCurates and books luxury ski chalets and holiday villas for rental in alpine and coastal destinations. Provides property search and matching services, arranging catered or self‑catered accommodation…
Serves affluent leisure travellers, families and groups booking luxury ski chalets and villas, plus businesses planning corporate ski trips, across Alpine resorts and premium villa destinations.
Financial Health
HealthyHealthy · Hiring · 10% CAGR over 2y
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Computed from 5 filingsProvides digital security certificates and certificate lifecycle management software. Issues SSL/TLS certificates, code signing and S/MIME email certificates, and offers automated platforms to…
Serves businesses of all sizes, especially enterprise IT, identity and security teams, as well as smaller organisations buying SSL, code-signing, email security and brand certificates online.
Financial Health
HealthyHealthy · -45% CAGR over 4y
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Computed from 5 filingsDesigns and supplies hardware‑encrypted data storage products including encrypted USB flash drives, external HDDs and SSDs, and self‑encrypting internal drives. Also provides cloud encryption…
Sells to businesses, public sector bodies and some individual buyers needing secure data storage, especially in government, healthcare, education, legal and federal sectors. Targets organisations of…
Financial Health
HealthyHealthy · -5% CAGR over 4y
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Computed from 5 filingsProvides financial crime risk management tools including AML screening and monitoring software, AI‑assisted due diligence investigations, risk intelligence reports, compliance training, and advisory…
Sells to businesses of all sizes, from SMEs to corporates, plus some individuals, needing financial crime prevention support. Targets compliance, risk and due diligence users seeking AML, KYB,…
Financial Health
StableStable · Hiring · 44% CAGR over 4y
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Computed from 5 filingsProvides recruitment software platform that manages candidate engagement and hiring journeys. Offers tools for career site creation, conversational application flows, sourcing campaigns, analytics,…
Serves B2B HR, talent acquisition and recruitment operations teams at mid-market and enterprise employers, including household-name brands and global enterprises using ATS platforms.
Financial Health
StableStable · Hiring · 21% CAGR over 4y
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Computed from 3 filingsDevelops digital learning software for organisations, including a learning management system, mobile learning app and content authoring tool. Provides gamified, social and AI‑enabled features to…
Sells to B2B customers, mainly corporate L&D and HR teams, training managers, and content providers at organisations running employee learning programmes for distributed or online learners.
Financial Health
WeakWeak · -93% CAGR over 2y
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Computed from 5 filingsPublishes fiction, non‑fiction and children’s books through a hybrid publishing model, offering manuscript submission, editorial, design, marketing and distribution services. Produces and sells…
Serves aspiring and underrepresented authors of fiction, non-fiction, children’s and young adult books seeking a route to publication, alongside retail readers buying print, ebook and audiobook…
Financial Health
HealthyHealthy · -8% CAGR over 4y
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Provides foreign exchange risk management services for businesses engaged in international trade, including currency hedging and forward foreign exchange contracts, supporting international payment…
Serves businesses with cross-border operations, including organisations making international payments or exposed to foreign exchange risk, across multiple regulated markets.
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Computed from 3 filingsProvides public relations and communications services including strategy development, media relations, social and digital campaigns, brand experiences, influencer engagement, and ESG communications…
Serves global businesses and scale-up brands, mainly consumer-facing organisations in food, drink, travel, leisure and lifestyle, working with marketing, sales and communications leaders.
Financial Health
WeakWeak · Hiring · 5% CAGR over 2y
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Computed from 5 filingsDevelops and provides Redis, an in-memory database and data platform used for caching, real-time data processing, search, and messaging. Offers open-source software, enterprise editions, managed…
Serves developers, engineering teams and enterprises building cloud, on‑prem or hybrid applications, especially AI, chatbot and agent products, across AWS, Azure and Google Cloud ecosystems.
Financial Health
StableStable · -58% CAGR over 4y
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Key facts
About 9% of the trading cohort reports turnover above £5M (12 of 123 firms) — the rest sits below that revenue band.
11% of the cohort was incorporated since 2022 (14 firms), so a sizeable share is in its first few filing cycles.
A tag-management layer is also detected on 77.2% of sites, while analytics tagging appears on 66.7%, suggesting measurement stacks rather than isolated paid-social pixels.
SaaS is the largest sector tag in the cohort at 31.7%, ahead of Startup at 15.4% and AI & Machine Learning at 11.4%.
UK digital ad spend reached £35.5 billion in 2024, up 13% year on year, with search at £16.6 billion and video display at £8.3 billion.
The ICO states that storage and access technologies used for ad selection, delivery, tracking and profiling require consent under PECR and UK GDPR.
The CMA found that competition in online platforms and digital advertising was “not working well” and recommended a new pro-competition regulatory regime.
What else do X Ads users run?
Share of the 123 X Ads-running UK companies where each technology was also detected. As of June 2026.
Who runs X Ads in the UK?
By sector
Sectors overlap, so shares need not sum to 100%.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
5
Median headcount
£680.1K
Median UK turnover
9.8%
Above £5M turnover
14
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 193 companies, alongside financials and websites, in one Excel + CSV file.
How X Ads 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.
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.
X Ads is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
X Ads elsewhere
Frequently asked questions
How many companies in London use X Ads?
How is X Ads usage detected?
What kinds of companies use X Ads in London?
What do X Ads users in London also run?
How fresh is this data?
Can I get contact details for these companies?
Buy all 193 companies as a spreadsheet.
One Excel/CSV file with company details, websites and key data — yours to download and use.