Australia’s independent agencies are riding a wave of success. To be able to deliver the intimate consumer knowledge brands expect of them, independent agencies need data, and lots of it. This is all good news: first-party data is an essential starting point for any advertising strategy or activation, and having owned data assets benefits not just privacy but autonomy. Independent agencies can’t collect all the above themselves, so they must seek partnerships with those who have it (second-party data) or buy it from data brokers (third-party data). To successfully enrich their first-party data, independent agencies must use data platforms that allow secure, private, and non-portable data sharing between partners, and can weave together all data sources into deduplicated audience profiles.