Audience Targeting
 

Working with partner data isn't always rosy. 

 

You can face significant challenges building stronger customer intelligence.
Difficulty discovering high-value partners.
 
Difficulty discovering high-value partners.
Matching profiles and audience overlap.
 
Matching profiles and audience overlap.
Managing multiple partnership agreements.
 
Managing multiple partnership agreements.
Data governance limitations.
 
Data governance limitations.
 

 

Second-party data enriches your profile palette.

 

Building customer profiles with partner data provides a more detailed view of your audience.

 

Data control and quality through a valuable partner.
 
Data control and quality through a valuable partner.
Through partnership agreements with complementary brands, you can share essential traits to augment your first-party data for specific targeting purposes. Second-party data sharing is transparent and seamless with the right DMP.
Extended reach leads to more opportunities.
 
Extended reach leads to more opportunities.
Second-party data can reveal look-alike audiences or widen existing audiences based on the additional data pulled into your DMP.
Better targeting to audience segments.
 
Better targeting to audience segments. 
Using a DMP to build segments that share particular attributes creates high-value audiences that you can target with greater confidence and improve conversion rates. 
Improved customer journey.
 
Improved customer journey.
By bundling first- and second-party data into your customer profiles, you can optimize each touchpoint for higher engagement. 
Second party data
Adobe can help.
 
Adobe Audience Manager connects partner data with with your own, giving you a more complete view of your audience, allowing you to quickly build and activate high-value audience segments that can be shared among your teams.
 

 

 

Experiences get personal with the help of integrated data.

 

Global brands can go deeper with personalization by using data to build greater relevancy with their customers.
Gerard Florendo, Sr. Ecommerce Marketing Analyst, Guess
 
"Adobe has given us data and information that are actionable."
— Gerard Florendo, Sr. Ecommerce Marketing Analyst, Guess
Didrik Fjelstad, VP Brand and Marketing, SAS

 

"With Audience Manager, we manage to create a more consolidated approach to treat our customer segments in a more strategic way."
— Didrik Fjelstad, VP Brand and Marketing, SAS
 

Second-party data FAQ.

Will second-party data help with more than campaign optimization?
Yes, you can use data for audience targeting and modeling data sources, giving you a better understanding of which sources provide the best campaign ROI.
 
Why share data rather than buying or selling from partners? 
You can develop mutually advantageous partnerships that go beyond commercial transactions. For example, advertisers share data with eachother for custom audience insights and private audience targeting. They also share data with publishers for guaranteed or custom audience buys on publisher properties. 
 
What are the advantages of second-party data relationships?
Data-sharing partnerships are appealing because of the quality of partner data, relevancy to your business needs, differentiation from data in the public marketplace, and flexibility in partnership agreements. You also have the potential to monetize your own first-party data as a second-party data provider.
 
How do I get started with second-party data?
Take inventory of your first-party data. Define unique qualities of your segments and target missing profile elements you need. Next, decide if you'll be buying, selling, or partnering. Finally, evaluate partners through existing relationships or new contacts facilitated by Adobe Audience Manager.
 
Doesn't second-party data limit our ability to scale audiences?
Although partner data may not have the same scale as massive third-party datasets, there are distinct advantages to leveraging second-party data as part of your digital strategy.
 
Does Audience Manager run on real-time data?
Audience Marketplace is built into Audience Manager and allows you  to buy, sell, or share second-party data in a self-service manner with minimum effort.