Second-party data enriches your proprietary first-party data to produce more detailed audience profiles through a data management platform (DMP). You can buy, sell, or share data with trusted partners to meet programmatic, digital marketing, or business goals.
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You can face significant challenges building stronger customer intelligence.
Difficulty discovering high-value partners.
Matching profiles and audience overlap.
Managing multiple partnership agreements.
Data governance limitations.
Building customer profiles with partner data provides a more detailed view of your audience.
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.
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.
Second-party data can reveal look-alike audiences or widen existing audiences based on the additional data pulled into your DMP.
By bundling first- and second-party data into your customer profiles, you can optimize each touchpoint for higher engagement.
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.
Global brands can go deeper with personalization by using data to build greater relevancy with their customers.
"Adobe has given us data and information that are actionable."
— Gerard Florendo, Sr. Ecommerce Marketing Analyst, Guess
"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
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.
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.
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.
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.
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.
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.