Leaders in
Second-Party Data

The Power of Transparent Second-Party Data for Retailers, Brands and Programmatic Advertisers

The Era of Second-Party Data Is Here.

a September 2016 commissioned study conducted by Forrester Consulting on behalf of ownerIQ.

85% of retailers and brands will have second-party data integrated into their overall marketing strategy within twelve months.

Uncover second-party data strategies, challenges, and benefits.

ownerIQ logo


Forrester logo

What’s the Difference Between First, Second, and Third-Party Data?

1st-Party Data
2nd-Party Data
3rd-Party Data

First-Party Data

Your own highly relevant and trustworthy data that is collected by your company based on someone’s interactions with your company via your website and other marketing initiatives. It’s essentially free and includes anything from your CRM data to other on-site audience behaviors. But because you only have so much of your own data, first-party can be scarce and tough to scale.

Second-Party Data

Transparent access to a trusted and relevant partner’s first-party data. Second-party data assures a cooperative relationship that can be preexisting (a brand that already sells through a retailer) or entirely new (no clearly defined relationship…yet), creating a new means for advertising revenue and greater brand awareness, across both desktop and mobile.

Third-Party Data

Data that is aggregated through various external platforms and websites, and provided by numerous providers. Third-party data is made up of broad segments that a data management platform (DMP) compiles from many different anonymous data sources. This data segment is highly scalable but lacks transparency.

Why Second-Party Data?

With second-party data, you choose your data and know exactly the audience you’re reaching.
It’s about complete data transparency.

A second-party data cloud is built specifically for the transparent sharing of a relevant partner’s first-party data. This data source has already gone mainstream within relationships between two entities with an existing and 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.

Digital marketers that are seeing value in second-party data:

Barkley Logo

As a multifaceted strategy and creative agency, Barkley wears many hats. We run numerous campaigns with very different and often aggressive goals. ownerIQ’s second-party data solution has made our lives easier by helping us hit our CPA goals consistently. Not to mention, their customer service and response time is top-notch. Thanks to ownerIQ for consistently delivering impressive results and allowing us to help our clients succeed.

Frank Lasley

Supervising Media Designer at Barkley

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.

Tim Trus

Director of Search & 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

Second-Party Data Benefits

for Retailers, Brands and Programmatic Advertisers

Fostering collaboration between applicable partners, including retailers, brands and advertisers
Accessing a trusted partner's unique and valuable first-party data
Increasing the effectiveness of your digital advertising campaigns
Personalizing your campaign with only relevant data, on desktop and mobile
Ensuring significant online and in-store outcomes
Sharing 100% secure and transparent data

Second-Party Data Making Headlines

Interested in how second-party data is used in our technology?