What is second-party data?

Second-party data is information a company receives directly from another trusted business instead of collecting it itself or buying it from a data broker.

For example, a retail brand providing customer purchase data to a complementary brand for joint campaigns.

Key points:

• It is essentially someone else’s first-party data shared under an agreement
  
• It is more reliable than third-party data because it comes directly from the original collector
  
• Consent and transparency are critical since the original users must have agreed to their data being shared
  

Second-party data is widely used in partnerships, co-marketing, and advertising to improve targeting while reducing reliance on third-party data.