Second-party data is another brand’s first-party data that is shared via a trusted partnership. For example, a publisher may sell user data collected from their site directly to an advertiser. This type of data is more transparent and accurate than third-party data and often used in private marketplace deals. It enables audience expansion while maintaining better privacy standards than broader third-party datasets.
Frequently Asked Questions
Where do B2B brands typically get second-party data?
From partner publishers, industry events, or data-sharing agreements with non-competing companies.
What makes second-party data more reliable than third-party?
It’s collected with consent and transparency directly from the source.
How can second-party data fuel ABM strategies?
It expands known audience pools with shared high-quality profiles for precise targeting.
Does using second-party data require legal agreements?
Yes, data-sharing contracts ensure privacy compliance and usage terms
