What to know about second-party data as marketers tilt toward collaboration - MarketingDive | The Marteq Alert | Scoop.it
Marketers face steep challenges in 2021 as the death of third-party cookies and changes to key identifiers, namely Apple's Identifier for Advertisers, upturn widely used digital marketing tactics. While first-party data remains the industry's top priority, its cousin — the more nebulously defined second-party data — is of growing importance, signaling that greater collaboration will be essential to businesses trying to build muscles weakened by the loss of cookies.

Lack of clarity on what constitutes second-party data speaks to why marketers must navigate its application carefully, keeping privacy considerations in mind.

"We believe that second-party [data] and how you define it is about the permission you have and the use cases," Biegel said. Those use cases include gleaning insights and measurement, but second-party data can functionally start to look a lot like third-party data once it's sold, licensed or commercialized by other means, according to Biegel. Winterberry Group devised its own definition of second-party data, describing it as "data shared in a dedicated environment with a clearly defined set of permissions and rights set between each of the parties, frequently with a third-party provider managing the environment."