Real Exposure Signals
SYNC captures real campaign exposure across screens and platforms, creating a single-source view of how audiences encounter media.
Audience
Audiences should not be guessed
They should be observed, understood, and activated with evidence
SYNC builds audience intelligence from real cross-media exposure and real consumer actions. Our first-party single-source panel captures how people are exposed to campaigns across TV, OTT, CTV, YouTube, mobile and commerce journeys. These exposure signals are connected with downstream behaviour such as brand search, commerce search, app activity and add-to-cart events. This allows SYNC to move beyond broad demographic targeting and build calibrated audience models that show which people, platforms, screens, contexts, dayparts and frequency levels are more likely to create business outcomes.
1.2Mpanel
10+outcome signals
24hrefresh
How it works
From exposure to activation — one continuous loop.
Six connected stages that turn every campaign into sharper intelligence for the next one.
6
Connected stages
24h
Signal refresh cadence
∞
Compounding learning
The shift
From Demographic Targeting to Behaviour-Led Audiences
Most media plans still begin with broad audience definitions: age, gender, geography, income group or consumer segment. These are useful starting points. But they do not answer the more important question: which exposure actually creates response?
SYNC goes deeper. We study how real people behave after media exposure. Did they search for the brand? Did they visit a commerce platform? Did they open an app? Did they add a product to cart? Did the response improve when the exposure happened on a specific screen, platform, content context or time of day?
This helps brands understand not just who they reached, but which audience conditions created measurable business response.
From
Broad demographics
- Age · Gender
- Geo · Income
- Generic segments
Behaviour-led audiences
- Search after exposure
- Commerce intent
- App engagement
- Add-to-cart actions
Approach
How SYNC Builds Outcome-Ready Audiences
Outcome Behaviour
Exposure is connected to actions such as brand search, commerce search, app activity and add-to-cart events.
Propensity Modelling
SYNC identifies which audience, platform, screen, time and frequency conditions are more likely to create response.
Micro-Flight Activation
Campaigns are broken into smaller media cells so budgets can move toward the audience conditions that perform better.
Continuous Learning
Every campaign improves the model by feeding performance learnings back into future planning and optimisation.
Layer 1
Outcome Propensity Layer
Outcome propensity means the likelihood that a specific audience, exposed in a specific media condition, will take a desired action. SYNC studies exposure and behaviour together to identify where response is stronger or weaker than the campaign baseline.
For example, one audience group may respond better to mobile video in the afternoon. Another may respond better to YouTube in the evening. Some may need repeated exposure before they act, while others may show quick search or commerce intent after fewer exposures.
SYNC turns these behavioural patterns into audience intelligence that can guide planning, buying and optimisation. This layer helps brands answer:
- Which audience groups are more likely to search after exposure?
- Which platform and screen combinations create stronger response?
- Which dayparts perform better for each audience type?
- Where is frequency helping, and where is it becoming waste?
- Which exposed cohorts perform better than similar unexposed cohorts?
Propensity sample
Layer 2
Micro-Flight Planning Layer
A micro-flight is a smaller media cell built around a specific audience, platform, screen, context, time and frequency condition. Instead of treating a campaign as one large media buy, SYNC breaks it into smaller exposure cells. Each cell can be evaluated based on its likelihood to drive search, commerce action, add-to-cart behaviour or incremental reach.
This allows budgets to move toward the audience conditions that are more likely to produce outcomes, and away from cells where reach is duplicated, frequency is saturated or response is weak.
SYNC does not simply buy broad media. SYNC identifies which exposure conditions matter and uses those learnings to guide campaign allocation. A broad campaign may begin with a simple target audience. SYNC then refines it into more precise audience opportunities based on observed behaviour: platform, screen, content, geography, daypart, frequency and outcome response.
This makes audience planning more accountable, more adaptive and more connected to business impact.
Micro-flight cells
- 86%▲Scaling+18%
- 72%▲Scaling+9%
- 64%Active+4%
- 38%Optimising−6%
- 21%▼Pruning−14%
Scaling Optimising Pruning
Continuous learning
Built to Learn From Every Campaign
SYNC does not build a static audience model once and reuse it blindly. Every campaign adds new learning. We test which micro-flights delivered stronger search lift, commerce search, add-to-cart behaviour, incremental reach or improved frequency efficiency. These learnings are fed back into the audience model, making future planning sharper.
Over time, SYNC helps brands understand not only where their audiences are, but how different audience groups respond across media environments.
Scale
Audience Intelligence That Scales
SYNC’s audience models are built from observed exposure and outcome behaviour, then calibrated for activation across the larger addressable media universe. This allows brands to use real behavioural evidence to guide media decisions across TV, OTT, CTV, YouTube, mobile, digital and commerce-linked environments.
The result is a more intelligent audience system: one that connects measurement, planning, activation and optimisation into a continuous loop.
Move from assumed audiences to outcome-ready audiences
Build audiences from real behaviour.
SYNC identifies which exposure conditions create response, converts those learnings into actionable micro-flights, and continuously improves campaign planning with every new campaign.