A brief introduction to second-party data [Econsultancy]
Econsultancy columnist Ben Davis has published a brief introduction to second-party data to help marketers, in association with Salesforce.
Davis says, “Here’s a quick intro to the subject, along with some brief discussion of why second-party data is growing in importance.
Some definitions
First-party data: Data from your own audience (whether you want to call them users, customers, consumers, etc.). Because you collected this data, you are sure of its provenance and its quality is high. e.g. behavioural data on your ecommerce site, captured data via landing page forms etc.
Second-party data: Data from a partner (their first-party data). This is usually paid for or bartered e.g. a brand works with publisher audience data, or retailer data. A data management platform will allow you to use second-party IDs for ad targeting and to improve attribution modelling.
Third-party data: Data aggregated and anonymized by vendors such as comScore and Acxiom. Third-party data is by definition more opaque and is again often used to bolster first-party data when targeting advertising”.
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