Many times, marketers do not have access to the source of the data behind the segment they are buying and little to no choice in what data source they use.
This means marketers are not getting the audience they paid for, and thus the audience they are reaching is not relevant. This leaves the market flooded with inaccurate data.
With ownerIQ, marketers know exactly where their data is sourced from. Now marketers not only know what data they are buying, but have the ability to choose the data that is the most relevant to them.
First-Party data Relevant. Transparent. Scarce.
A brand, or marketer’s own data such as cookied audience aggregated from visits to their website or CRM data.
Third-Party data Scalable. Non-transparent. Irrelevant.
Data aggregated by a third-party and organized into non-transparent segments.
Second-Party Data Relevant. Transparent. Scalable.
Transparent access to another retailer, brand or marketer’s first party data.
Second-party data and the new data economy
“Second-party data sharing is when a retailer, brand, publisher, or marketer gains transparent access to the website audience data of another retailer, brand, publisher, or marketer for marketing purposes – to their mutual benefit.” -Forrester Research, The Era of Second-Party Data is Here, September 2016
It is the inevitable evolution of the entire data market to provide marketers with transparency and choice.
THE MOST VALUABLE DATA
Purchasing and shopping data from retailers and brands are the building blocks of the new data economy.
The Most Valuable Data (“MVD”) on consumers is shopping and buying behavior.
It is the best predictor of intent, and it can inform the rest of the purchasing cycle – from targeting to measurement.
Marketers utilizing second-party data:
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, Barkley
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
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
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, Canon
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
Second-Party Data Results
for Retailers, Brands and Programmatic Advertisers
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