DOOH ad platform Broadsign has inked a strategic partnership with Audience360, which provides Australian first-party data solutions.
This collaboration will transform DOOH audience targeting capabilities for buyers by integrating Audience360’s exclusive, high-intent data segments with Broadsign’s comprehensive programmatic advertising platform.
The partnership leverages Audience360’s unique position as Australia’s leader in local first-party data, sourced from trusted publisher brands including Webjet, carsales, Mozo, View and TechRadar. It gives advertisers access to an exclusive community of consumers who are actively in-market to purchase goods and services across key verticals, including automotive, travel, finance and real estate.
Broadsign said this was a “significant advancement” in DOOH targeting capabilities, moving beyond rudimentary location-based approaches to deliver sophisticated audience segmentation based on verified behavioural data and purchase intent signals.
Audience360 utilises rich insight analysis of the customer journey and behaviour online to deliver qualified audience segments with verified high purchase intent. This helps ensure that advertisers can reach consumers at the most critical decision-making moments.
Unlike traditional third-party data solutions, Audience360’s offering provides complete transparency in its first-party data sourcing, with all information collected directly from premium, trusted Australian publisher websites. This approach ensures 100% privacy compliance while delivering daily data refreshes for maximum recency and relevancy.
For the DOOH environment, Audience360 has developed a proprietary indexation framework that goes beyond basic point-of-interest targeting. This dynamic system, updated in real-time, continuously refreshes audience data to identify areas where consumers are actively in-market for specific products or services. This enables advertisers to reach high-intent audiences and deliver more sophisticated, performance-driven, and location-based campaigns.
“Broadsign’s extensive reach, local market expertise, and advanced technology made them the ideal DOOH partner to amplify the impact of high-value, premium data. Combining their platform with Audience360’s exclusive high-end data sets, this collaboration is set to take audience targeting in DOOH to the next level,” said Shruneek Prasad, head of product at Audience360.
“The initial phase focuses on delivering a broad audience taxonomy, but the vision extends toward highly customised segmentation that drives even greater performance. Together, Broadsign and Audience360 are unlocking new potential for clients so they can create smarter, more impactful campaigns.”
Broadsign’s director of business development, Jonny Richardson, commented: “Advertisers are always on the lookout for best-in-class data partnerships that deliver results, so we are very excited to offer this as part of Audience360.”
Key partnership benefits include exclusive access to first-party data from Australia’s most trusted publishers, visibility into data sources, confirmed local market data for precise geographic targeting, daily refreshed data ensuring campaigns reach audiences at optimal moments, 100 per cent privacy-compliant data collection and usage and a proprietary indexation framework for sophisticated location-based targeting.
Looking ahead, Audience360 will continue collaborating with trusted technology partners like Broadsign to enhance targeting capabilities and campaign outcomes across all advertising screens. The company remains committed to steadily improving tools and practices with a focus on privacy compliance, data relevance, and platform adaptability to support more effective, data-informed campaigns in the rapidly evolving digital advertising landscape.
