The role of data is evolving at pace, and independent agencies are well placed to lead this transition, argues Danny Holmes, Consulting Partner, Media and Agency at Experian Marketing Services. But tech vendors need to equip indies with tools they can easily deploy for clients, instead of being built for global holding companies.
The media industry is in the middle of a fundamental transition. Data availability, whether that be first-party data signals, third-party data audience and/or contextual signals, or third-party identifiers (e.g. the infamous cookies), has witnessed impactful change, driven by consumer habits, big tech and privacy laws.
With that, the role of data has had to shift from being a specialist function to something embedded in every part of an agency’s work. At a recent roundtable hosted with the Alliance of Independent Agencies, this evolution was clear. Data is no longer a department. It is the lens through which insight is drawn, the fuel that drives innovation in planning, and the framework on which measurement rests. And for independents, that change is felt most keenly.
Yet this industry-wide shift has exposed a divide. Many brands still lag behind, lacking the systems or culture to fully leverage the data they already hold. For agencies, bridging that gap is both the challenge and the opportunity. And independent agencies, who have leaner structures and fewer silos, have no choice but to treat data literacy as a shared competency, not an isolated skill set.
With that in mind, independents are helping to shape the conversation on three fronts.
The first-party data struggle
First-party data is widely acknowledged as the most valuable asset for marketers today. But unlocking its potential remains uneven. Many clients lack the infrastructure to capture and store it effectively. Others collect data without embedding consent frameworks, leaving themselves vulnerable to compliance risks. Most common of all, CRM teams and marketing teams operate in silos, limiting how that data can be applied to campaigns.
The result is that valuable data and information sit underused. Agencies see match rates into platforms like Meta that rarely exceed 60 percent. For charities and smaller advertisers in particular, limited data sets often make scaling activity difficult.
This is where independent agencies are leaning in. Their role is increasingly educational: helping clients connect internal teams, enrich existing datasets, and find practical ways to activate them. Enrichment tools are expanding what’s possible, linking single identifiers to multiple touchpoints across devices and channels, raising match rates and making cross-channel activation viable in a privacy-centric way. But without cultural and structural change on the client side, progress will remain piecemeal.
Rethinking measurement in a post-cookie world
Measurement has also entered a period of recalibration. The industry recognises the flaws of last-click attribution, with attempts to move away from this oversimplified metric. Clients, however, often continue to demand deterministic answers, expecting models to provide a definitive truth.
Independent agencies are playing a vital role in reshaping these expectations. They are demonstrating the value of triangulation, where different data sources are combined to create a fuller picture. They are running control-and-exposed experiments and incrementality tests to help brands see impact more realistically. These approaches may be less clear-cut than a simple attribution model, but they are far more honest about the realities of modern media ecosystems.
Educating clients to embrace complexity rather than chase simplicity is becoming one of the most important responsibilities for agencies. And once again, independents, with their closer, more hands-on client relationships, are proving adept at leading that conversation.
Third-party data’s return
Not long ago, third-party data looked destined for obsolescence. GDPR, rising scrutiny from regulators, and doubts about quality and transparency led many advertisers to deprioritise it in favour of first-party strategies. But the story is changing.
Improved compliance processes, better transparency, and stronger partnerships are bringing third-party data back into play. While first-party data remains the foundation, third-party overlays now provide crucial enrichment, particularly when client datasets are sparse. In programmatic and connected TV, they are also helping agencies target with greater precision.
For many younger agency staff, this is unfamiliar territory. Having entered the industry during third-party data’s decline, they are now facing a steep learning curve. That reintroduction will require investment in training and enablement, ensuring teams understand both the risks and the opportunities.
A future led by independents
Independent agencies are well placed to lead this transition. Their agility enables them to pivot quickly as regulations, platforms, and client demands shift. Their flatter structures reduce silos, ensuring data literacy permeates across teams. And their closer relationships with clients allow them to take on an educational role, bridging the divide between what brands want and what their data strategies can deliver.
But to fulfil that role, independents need support. They need access to tools that are simple and accessible, rather than built for global holding companies. They need educational resources that can bring junior teams up to speed quickly. And they need industry-wide recognition that data is not the preserve of specialists, but the connective tissue of modern marketing.
As we enter the final stretch of the year, the industry’s task is clear. The literacy divide cannot be allowed to widen. First-party and third-party data both have a role to play, but only if the people using them are equipped with the knowledge, confidence, and tools to do so effectively. Independent agencies are showing the way. It is now up to the rest of the ecosystem to ensure they have the support to keep leading.
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