Second-Party Data and Decisioning Solutions

For Retailers, Brands, and Programmatic Advertisers

Universal McCann logo

At Universal McCann, we’re result-driven at the core. We love that ownerIQ operates the same way. Our partnership allows us to seamlessly do what we do best: perform and drive meaningful results for our clients by using second-party data. One client currently benefiting is USPS, which recognized us as a top performer for ROAS (return on ad spend) on the campaign. I would recommend ownerIQ for other brand teams across the agency.

Lisa Cao

Manager, Integrated Investment

Point It Logo

In an industry where the phrase “data is king” is thrown around by everyone from thought leaders to entry level marketers, it does seem a bit ironic that the bulk of available targeting data is largely an unknown in composition and quality. At this moment in advertising, the quality of non-proprietary data is, simply put, bad and ineffective. In this sense, ownerIQ is a diamond in the rough. No matter what the client’s goal is, I know that the quality of their data will be a cornerstone of our strategy and a major contributor to providing results.

Sherveen Shingu

Senior Manager, Display Strategy, Point It

Adobe Logo

Hats off to ownerIQ for being one of the leaders, along with Adobe, in quickly determining the particulars of second-party data. It’s always a challenge to find new ways to add tangible value to customers, and effectively using second-party data is key for achieving success.

Marie Knight Joshi

Business Development, Adobe

Xasis Logo

Two non-competitive travel advertisers came to Xasis looking to establish a controlled data sharing partnership. We quickly realized that there is a missing link needed to set up this type of a relationship. That link is a second-party data platform which gives advertisers an easy way to control and negotiate the terms of their arrangement.

JR Crosby

Director, Strategy & Investment, Xasis

Canon Logo

Reaching millennials who are not as familiar with our brand has become considerably more challenging. Through the ability of accessing the audiences of our key retailers and those browsing for travel accessories, second-party data has helped us reach the right audience and expand Canon’s brand message.

Matt Gorman

Director of Sales, Ecomm and Strategy at Canon

Rosetta Logo

First-party data is easy. You follow that guy from the website. But second-party is that extra spoke in the wheel. It opens up a lot more opportunity. It's a good awareness driver. It's just as relevant [if not more] as first- and third-party data. They complement each other very well.

Associate Partner Media Strategy Paid

Owned & Earned Media, Rosetta

hhgregg Logo

Second-party data is more efficient, [than first and third]. We can maximize that digital dollar and drive the conversion on the website and in the store

Kevin Lyons

SVP & GM of eCommerce, H.H. Gregg

Acer Logo

Working with ownerIQ to target NewEgg’s audience of tech and gaming enthusiasts helped us to achieve our goals and get in front of the right consumers that we wouldn’t have otherwise been able to target. We’re thrilled with the results.


Consumer Marketing Manager, Acer

Step2 Logo

The ability to target the Toys “R” Us audience of parents was exactly what my brand needed to succeed in this campaign. We saw tremendous results after exposure, exceeding our ROI goal by more than 5x

Tena Crock

VP of EComm & Digital Marketing at Step2

Mullen Logo

We were looking for somebody to bring something different to the table in terms of the set of data that would add to what we were doing. That’s where ownerIQ came in, where they said, "We have these partnerships with retailers, and brands. We can get you on a new set of data that no one else really had." Overall, ownerIQ for at least a few clients has been one of our best performing partners

Sean Corcoran

SVP, Director of Digital Media & Social Influence at Mullen

Point It Logo

ownerIQ has made us smarter and more effective digital marketers by arming us with rich insights into our core audiences and by building a data sharing and activation framework to efficiently engage them. ownerIQ has proven to be a true difference maker whose value extends way beyond just media buying.

Evan Barcoas

Director of Display Advertising, Point It

Hunt's Logo

Vendor Targeted Marketing from ownerIQ is something you can’t do with any SEO or Google adwords campaign, Yelp reviews, website takeover campaigns, website banner ads or the innumerable online campaigns touted by every radio, TV, newspaper and online media company in existence.

Richard Yagjian

Executive Vice-President, WB Hunt Company, Inc. (Hunt's Photo & Video)

Mullen Logo

The ability to bring a smarter set of data to the table and capitalizing in a way that other people aren’t capitalizing has been really valuable in that sense. The fact that they’ve been able to evolve with us [is] why we increased spend and we have some clients from travel, retail and consumer electronics [we’re using ownerIQ for], these guys have done a nice job of differentiating.

Sean Corcoran

SVP, Director of Digital Media & Social Influence at Mullen

Napoleon Logo

We found ownerIQ’s Vendor Targeted Marketing to be a 'no brainer' for our dealers to drive qualified in store traffic, and a turnkey way for our dealers to run online ad campaigns without having to worry about ad creative

Justin Spray

Business Innovation Manager, Napoleon Grills

Napoleon Logo

While at Universal McCann and working on ExxonMobil, our partnership with ownerIQ allowed us to reach highly qualified prospects across specialized campaigns targeting in-market audiences; in this case, Automotive Shoppers. ownerIQ’s second-party data technology is dynamic and entirely audience driven. Thanks to ownerIQ, we were able to consistently generate proven results for ExxonMobil.

Justine Lyn

VP, Digital Activation – ZenithOptimedia Group (formerly Universal McCann)

Explore our second-party data ecosystem

Go beyond today’s traditional media buying models with second-party data for retailers, for brands, for programmatic advertisers, and for e-commerce partners.

Retailers Brands

Programmatic Advertisers E-commerce Partners

ownerIQ Ecosystem

Second-Party Data Making Headlines

What is Second-Party Data?

Second-Party Data explanation

Second-party data is about complete data transparency.
You choose your data sets and know exactly the audience you’re reaching.

Second-party data is built specifically for sharing (i.e. combining) the first-party data of one partner with the first-party data of another relevant partner, achieving complete transparency on desktop and mobile. This data source has already gone mainstream within relationships between two entities with a symbiotic relationship, such as retailers and brands.

Beyond these instances, the adoption of the concept will depend on the particulars of the association between the parties at hand. Organizations with an adjacent relationship, organizations that share an agency, and organizations that share a platform are all common examples of other second-party data use cases.

Learn more or See it in action