Kumi Taguchi.
National broadcaster SBS used its 2026 Upfront to unveil Data Lab, an unified data offering which combines various partnerships into one.
“SBS Data Lab brings together years of data-led innovation under one roof – making it easier to reach SBS’s broad and diverse audiences across our digital ecosystem with personalised campaigns,” said Lee Callagher, SBS acting director of Media Sales.
“SBS Data Lab turns precision targeting into reality – empowering brands to reach high-value audiences with personalised campaigns.
“First-party data from our signed-in universe, rich data segmentation through our data partnerships with the likes of Experian and SMRTR.”
SBS used the upfront event, at the Hordern Pavilion, to highlight its privacy-safe clean rooms including Adobe Real-Time CDP Collaboration, Snowflake and InfoSum.
The broadcaster also touted how it partnered with DataCo Technologies, giving it closed looped reporting capability.
“I’m very pleased to announce a new data partnership with DataCo Technologies that provides our partners the ability to do closed loop reporting by bringing commerce data to streaming media,” said Callagher.
"It will provide incremental campaign measurement and actionable insights for all our advertising partners.
“In the end SBS DataLab is all about building a future of audience insights that drive ROI for our clients.”
Danny Tyrrell, co-founder of DataCo it’s more important than, as economic conditions shift, for brands to understand how consumer spending behaviours are evolving.
“We’re proud to partner with SBS to bring privacy-safe financial insights into the SBS Data Lab, empowering advertisers to refine campaigns and measure impact, while together supporting the continued delivery of quality content for Australia’s diverse multicultural communities.”
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