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What is Second Party Data ?

Second Party Data is the type of data collected and stored about customers, and it’s commonly used for marketing and advertising purposes. Unlike First Party Data which is owned and used by the business collecting and storing it, Second Party Data defines data that is 1st Party Data from a different source.

Second Party Data is typically bought directly from a company that owns it, and it consists of data such as: behavioral data and social media data. It comes from sources typical for First Party Data: websites, social media, surveys and apps. Second Party Data can be used to improve insight and increase the scale of a business’ own data. It’s also useful for companies who want to reach new customers they haven’t had previous access to, and increase their market share.

In order to acquire Second Party Data, marketers and advertisers can’t rely on intermediaries. It’s necessary to directly contact the companies who possess the needed and relevant Second Party Data. There are marketplaces for buying Second Party Data that facilitate such connections.

While First Party Data is the most valuable for marketers, advertisers and business owners, Second Party Data allows them to predict new customers’ behavior, reducing the amount of time needed to get the return on their advertising investment.

Related Articles:
Related Glossary Terms:
  • 1st Party Data
    1st Party Data is information collected directly from users and stored for marketing and advertising purposes. It includes behavioral, subscription, contact and social data, often stored in customer relationship management systems.
  • 3rd Party Data
    3rd Party Data is data collected for advertising purposes. 3rd Party Data is collected from multiple sources and based on demographics and behaviors. It is sold programmatically using a DSP.
  • First Party Data
    First Party Data is the term defines data that is collected directly from users such as website visitors, and stored for advertising and marketing purposes. First-party data is information that businesses can get from their own sources.
  • Third Party Data
    Third Party Data is data collected for advertising purposes. Third Party Data is collected from multiple sources and based on demographics and behaviors. Any data gathered by an organisation without a direct connection to the user the data is being collected on is considered third-party data.


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