Second-party data is a much newer entrant to the marketing and advertising landscape than the first- and third-party varieties, and relatively little is known about it as a result.
However, in the last year, many of the barriers to acquiring second-party data have been removed, and appetite is growing among brands for second-party data as a bespoke, transparent alternative to third-party data – particularly in the wake of the EU’s General Data Protection Regulation coming into effect.
