Second-party data
Second-party data is a company’s own data, shared with a specific partner under an agreement and for a defined purpose.
In practice it is someone else’s first-party data: an airline sharing with a hotel chain which customers fly to a given city, or a retailer letting a consumer goods brand target with its purchase history. It is not bought on an open market and does not pass through many hands, so it is possible to know where it comes from, how it was collected and under what consent.
Interest in it has grown as third-party data loses reach and trust. The difficulty is sharing it without handing the customer base over to the partner. That is what data clean rooms are for: they match the two databases and let both sides work with the aggregated result without either seeing the other’s individual records.
