Second-party data

Second-party data is another company's first-party data, shared or bought directly from the source, as opposed to third-party data, which is collected and resold by an external data aggregator. Because the data comes directly from a source the company knows and has an agreement with, quality and transparency are typically higher than with third-party data.

Two non-competing online stores that share customer data about overlapping audiences, with consent on both sides, are exchanging second-party data.