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

Xaxis Logo

Two non-competitive travel advertisers came to Xaxis 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, Xaxis

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.

Tim Trus

Director of Search & Media, Rosetta

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

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)

Horizon Media Logo

ownerIQ not only has massive amounts of exclusive second party shopper data, they also have extensive capabilities to measure online to offline sales. Their team was very consultative in helping us choose the right measurement partners and had a lot of expertise in how to set the campaign up for success. We look forward to working with them on multiple campaigns in the future.

Traci Rosen

AMD, Horizon Media

Partners + Napier Logo

A successful shopper marketing campaign drives results and combines online, in-store and offline marketing, this is exactly what ownerIQ helped us do for a well known Cottage Cheese brand. ownerIQ’s always-on campaign delivered strong sales outcomes for multiple retailers and CPG brand.

Greg Smith

Director of Shopper Marketing, Partners + Napier

Customer Testimonials

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