By Jason Warner, Director, UK and EMEA, SBS
How would you summarise what SBS does and the market you serve?
SBS provides clients with unparalleled access to programmatic advertising solutions, delivering the capabilities of the largest agencies and trading desks to ensure they stay competitive at the highest level. We do this by leveraging over 50 state-of-the-art technologies, integrating them with our unique algorithms and artificial intelligence. SBS’ insights platform offers proprietary data analytics for sophisticated targeting and multi-dimensional optimisation. Presently, we work with independent agencies, brands, and vendors on a managed service basis covering programmatic campaign strategy, delivery, optimisation, and reporting. We bring community, education, and precision into everything we do, welcoming clients of all sizes and helping them meet—and exceed—their programmatic ambitions.
How would you describe the company’s culture, and how has it evolved?
At SBS, our culture is built on community, respect, and authenticity. We work hard, but we also believe in enjoying the journey. Our team is driven by strong values, and each member brings something unique to the table. We prioritise open and honest communication because, simply put, being nice works. No one desires constant churn and instability. The world has evolved, and outdated, misogynistic attitudes must evolve with it. In a time when divisions seem to be growing, we’re committed to creating a space where everyone can express themselves freely. This is a hugely exciting time for SBS—we’re growing and have big plans ahead. Watch this space!
How do you see the industry evolving, and what role does SBS play in this?
The industry has shifted significantly since the COVID pandemic, resulting in both positive changes and greater challenges. Clients now demand more than just results; they want a human-first approach and a genuine partnership. The beauty of programmatic ad tech is that, when executed effectively, it is incredibly powerful in reaching the right audiences in meaningful ways. Brands have also begun to shift their focus and recognise the value of independent agencies. Agencies with smaller, client-centric teams are providing brands with the dedicated attention they need. SBS is here to ensure that programmatic is executed properly, delivering results that truly make an impact for our clients.
What’s next for SBS?
SBS is set to be a major programmatic disruptor. We’re moving fast, breaking barriers in the EU markets, and forming exclusive partnerships that will set us apart. We have new partnerships on the horizon, have hired new team members in the UK and are looking to grow exponentially this year. Some big announcements are coming soon, so stay tuned—this is just the beginning!
How has the company evolved since its inception?
SBS was founded by a team of industry professionals with over a decade of experience in advertising and digital marketing. From day one, our mission has been to combine cutting-edge technological innovation with high-quality programmatic execution, ensuring that campaigns meet the highest media standards. Over the years, our team has grown, and today we are 20 talented experts strong, spanning our agency trading desk, software development and data science teams, and mad-tech specialists.
What have been some of the most pivotal moments and key milestones in the company’s growth?
Two key milestones have shaped our journey: first, the development of our proprietary platform, the Insights by SBS dashboard; and second, our expansion into European markets, including Italy, France, and Spain. Alongside this, we’ve forged strong relationships with over 70 ad tech partners—organisations that recognise our vision and our unwavering commitment to delivering results for our loyal client base.
What are some of the biggest innovations that have defined the business?
One of our most groundbreaking innovations—also a patented concept—was the development of our Insights by SBS platform, which integrates both an optimisation engine and a predictive campaign performance forecasting tool. Building on this foundation, we’ve continued to evolve, introducing features that drive mad-tech innovation. These include online-to-offline conversion tracking, geo-based activations with footfall and uplift measurement, and advanced ROAS and ROI tracking.
How do you stay ahead of industry trends and keep the company competitive?
Curiosity is embedded in our DNA. Every team member is encouraged to dedicate time to innovation—whether through researching industry trends, attending industry events, exploring emerging technologies, or identifying opportunities based on client needs and market shifts. Staying ahead requires proactivity, adaptability, and a deep understanding of what’s next. As our motto says… connect the dots 🙂
