SBS has used its 2026 Upfronts to launch Data Lab, a new data platform designed to bring together the broadcaster’s audience initiatives and data partnerships into a single framework.
The move, unveiled at the Hordern Pavilion, signals SBS’s push to give brands sharper tools for reaching audiences across its digital network.
Streamlining SBS’s data approach
The launch of Data Lab formalises SBS’s data-led tools under one banner, combining its signed-in user base with third-party segmentation partners.
“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.
According to Callagher, the platform “turns precision targeting into reality” by layering SBS’s first-party data with insights from Experian and SMRTR.
Lee Callagher, SBS Acting Director of Media Sales.
New capability: closed loop reporting
One of the headline announcements was a partnership with DataCo Technologies, giving SBS the ability to link advertising activity to consumer spending.
“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.”
Privacy and partnerships in focus
At the Sydney event, SBS highlighted its existing work with privacy-safe clean rooms through Adobe Real-Time CDP Collaboration, Snowflake and InfoSum.
It also claimed a local first: being the first Australian broadcaster to activate LiveRamp ATS Direct and the Universal ID 2.0 product across Connected TVs.
Danny Tyrrell, Co-Founder of DataCo, said the collaboration was designed to give advertisers stronger evidence of outcomes in a tough market.
“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,” Tyrrell said.