SBS unifies data offering with launch of SBS Data Lab

SBS brings together multiple audience initiatives together in one unified data offering
 

SBS Data Lab aims to empower brands to reach high-value audiences with personalised campaigns across SBS On Demand – announces new closed loop reporting.

National broadcaster SBS has used its 2026 Upfront to unveil Data Lab a new unified data offering which capitalises on its various partnerships by bringing them into one offering.

“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, held at the Hordern Pavilion, to highlight its success in activating via trusted, 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 and that it was the first Australian broadcaster to activate LiveRamp ATS Direct and Unified ID 2.0 product across Connected TVs.

“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. It will provide incremental campaign measurement and actionable insights for all our advertising partners,” said Callagher.

“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.”

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