SBS have unveiled Data Lab a new unified data offering which capitalises on its various partnerships by bringing them into one offering.

Lee Callagher, SBS Acting Director of Media Sales said:

“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.

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.”

At an Upfront event at the Hordern Pavilion SBS demonstrated Data Lab’s privacy-safe clean rooms including Adobe Real-Time CDP Collaboration, Snowflake and InfoSum. Callagher announced a partnership with DataCo Technologies, giving it closed looped reporting capability and making SBS the first Australian broadcaster to activate LiveRamp ATS Direct and Unified ID 2.0 product across Connected TVs.

Callagher said:

“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 added:

“As economic conditions shift, it’s more important than ever 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.”