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The Alliance of Media Independents (AMI) has announced a significant new partnership with data platform Evorra, giving its 40+ independent member agencies access to audience data capabilities that, until now, have been available only to holding group networks.
AMIxEvorra is an exclusive instance for AMI members, with the data and integrations agencies need most, organising diverse user data signals for more controlled audience composition.
Meeting demand for privacy-centric audience activation
Evorra has already been stress tested with numerous clients and passed a rigorous evaluation procedure with several AMI member agencies. Members validated audience performance, transparency, data quality, security, partnership approach, and commercial terms. Evorra owns no data of its own, acting instead as an independent data layer that connects agencies to trusted, vetted sources and unifies them into accurate, identity-resolved addressable audiences.
Agencies see exactly what sits behind every audience, aligned to IAB data transparency standards. This partnership creates an on-demand capability for AMI members to execute privacy-safe, modern audience targeting without the need for IT overhead or complex setups.
Tom Wigley, AMI Chair of Digital, Data & Adtech and Chief Digital Officer at VCCP Media, has been at the forefront of this initiative. He believes that the combination of Evorra’s capability and the high service levels at indie agencies can unlock data opportunities for low- and mid-spending clients who may have thought this level of sophisticated data use was out of reach.
“This is exactly what the future of addressable media is about: being transparent, agile, privacy-safe, and highly effective,” says Wigley. “For the first time, mid-market brands can have complete confidence in what constitutes their audiences, with total transparency over where the data is coming from. The strength of this solution is its flexibility; it can be used precisely when it is right and genuinely adds value. Clients get premium targeting exactly as required, without their entire adtech stack needing to be completely rewritten.”
Tom Wigley, AMI Chair of Digital, Data & Adtech and Chief Digital Officer at VCCP Media
What the partnership enables
The approach is deliberately client-centric. Evorra is committing meaningful time and resources to help agencies educate clients where needed, supporting on-boarding bespoke data partners and to build easy-to-sign-off test campaigns, lowering the barrier to first-hand experience of the platform’s potential.
AMI Chair, Martin Woolley, comments
“We’ve identified that provable effectiveness is at the top of AMI members’ clients’ wish list. Every agency that put Evorra to the test came to the same conclusion: they were perfect for the real-world issues challenger brands face. This is a game-changer, and after a lot of due diligence, we can’t wait to get started.”
Our Co-Founder and CEO, Aaron Ritoper, highlighted AMI and its member agencies’ shared ambition to give independent agencies greater control, transparency and effectiveness across audience activation, saying
“AMI and its member agencies have recognised that an efficient media buy starts with a data infrastructure layer they control, sitting across media channels to orchestrate the best result for every advertiser. We are proud to partner with them to put our technology behind this UK independent agency initiative.”
The rollout will be phased in cohorts, with the first cohort including The Specialist Works, VCCP Media, Mostly Media, MI Media, AMS Media Group and The Grove Media.
Together, AMI and Evorra are making advanced audience capabilities more accessible to independent agencies and the clients they support.
