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2nd-Party Data
What is 2nd-party data?
2nd-party data is essentially 1st-party data sold by its owner (perhaps a publisher or retailer) to another party to use as its own (often for advertising) – typically through an alliance or private marketplace. 2nd-party data, which comes from a vetted source and is often more reliable than 3rd-party data, has become increasingly attractive as a way to enrich companies’ own data and expand their customer reach.
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