Digital Loop announces BigAds’ new Neural Intent optimisation platform

Australian advertising technology company BigAds, represented in WA by Digital Loop, has unveiled Neural Intent, a new optimisation platform designed to get advertisers more outcomes and more sales from the media budgets they’re already spending, launching alongside a new data partnership with Audience360.

The partnership enables advertisers to activate Audience360’s first-party audiences through BigAds, reaching Australians actively researching and preparing to purchase across categories including automotive, travel, finance, property, retail and lifestyle.

Retail media and intent data have transformed how advertisers identify consumers who are in-market. The opportunity now is to act on those signals in the moments that matter – with creative that reflects what consumers are actively considering.

Most platforms use those signals to decide who sees an ad and where it appears. Neural Intent goes further, analysing intent signals alongside campaign objectives, brand guidelines and context to work out what creative is most likely to motivate the consumer to act, before any budget is even spent.

Once live, it continuously measures performance, learns which messages and contextual combinations drive the best outcomes, and allows traders to put more weight behind what works, so results improve over time.

Intent data identifies who. Neural Intent decides what. The DSP activates it.

Neural Intent uses the audience signals, the advertiser’s brand guidelines and guardrails to set the boundaries, so every recommendation stays on brief and on brand. It operates through the advertiser’s existing DSP, measurement stack, trackers and Floodlights, with no infrastructure to replace.

David Green, CEO of BigAds, said: “The goal of the partnership is simple: Audience360 identifies people showing meaningful purchase intent, while BigAds uses that intent, together with context and the advertiser’s objectives, to decide what message is most relevant – ultimately driving better outcomes for the advertiser.”

“Neural Intent is a clever, well thought through, practical platform, built around a simple commercial objective: more sales from the budget advertisers are already spending.”

A consumer researching flights to Queensland might later show up on a finance site, a news article, or a sports page – same buying intent, completely different mindset. Neural Intent uses the intent signal, the page context and the approved brand framework to decide which message fits each moment.

The audience is right. The timing is critical. The message must keep up.

“Neural Intent isn’t another AI creative generator,” Green said. “AI can produce an advertisement, that doesn’t mean it knows what will motivate someone at that moment. The intelligence determines the message before the creative is made. The creative’s an output of that intelligence, not the other way round.”

Governance runs throughout. Brand guidelines, compliance requirements, contextual sensitivity rules and campaign objectives guide every recommendation, with human approval required before anything goes live.

Jennifer Dielen, Head of Partnerships at Audience360, said: “The partnership brings together audience intelligence with smart creative to help advertisers act on purchase intent with greater relevance and precision across the open web.

“Audience360 helps advertisers identify customers showing meaningful signals of purchase intent. By combining that intelligence with Neural Intent decisioning technology, advertisers can deliver more relevant messages aligned to where consumers are in their consideration journey.”

“We’re not asking advertisers to rebuild their DSP or Measurement stack,” Green said. “We’re making the intelligence flowing into it more valuable, and the result more provable.”

Same infrastructure. Better intelligence. Better Outcomes.

Digital Loop exclusively represents BigAds in Western Australia.