First-Party Intent Data vs. Second-Party Intent Data vs. Third-Party Intent Data: What’s the Difference?

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  • First-party intent data is voluntarily shared by consumers who are directly engaged with a brand. This data is collected through interactions with the brand’s website, app, or other digital touchpoints. It includes everything from purchase history and contact information to website visit data and engagement metrics.
  • Second-party data is collected by one organization and then shared with another organization. This data is shared between two parties who have a direct relationship with each other. For example, an online retailer might share its customer data with a credit card company to better target ads and offers to those customers.
  • Third-party intent data is a set of buyer signals collected from multiple data sources, from the bidstream to media exchanges, that are bundled together by a third party (also known as an intent data provider) and sold to other companies.

What Are the Advantages and Disadvantages of Each Type of Intent Data?

All three types of intent data have their own advantages and disadvantages.

  • First-party intent data is the most accurate and is the only type of data that can be used to directly target ads to individual users. However, it is also the most expensive and difficult to obtain. 
  • Second-party intent data is less accurate than first-party data, but it is still more accurate than third-party data. It is also less expensive to obtain than first-party data.
  • Third-party intent data is the least accurate of the three types of data, but it is also the least expensive to obtain.

How Can Marketers Use Each Type of Intent Data to Inform Their Strategies?

  • First-party data can be used to create lookalike audiences and target ads to users who have already shown an interest in the brand.
  • Second-party data can be used to create segmented lists of users for targeted advertising.
  • Third-party data can be used to identify trends and patterns across a larger group of people. It can also be used to generate leads for sales teams.

What Are the Potential Risks And Challenges Associated With Using Each Type of Intent Data?

  • First-party intent data is subject to the same privacy regulations as any other type of first-party data, such as GDPR, CCPA, and HIPAA. In addition, companies must be careful not to violate their customers’ privacy when collecting or using this type of data. For example, a company might accidentally collect sensitive information that it does not need for its business purposes.
  • Second-party intent data faces similar risks and challenges as first-party intent data, but there are some additional considerations. For example, when two companies share customer data, they need to have a clear agreement in place regarding how the data can be used and what happens if one of the companies violates the agreement. In addition, both companies need to have strong data security practices in place to protect customer data from being accessed by unauthorized individuals.
  • Third-party intent data can be inaccurate or out-of-date if your intent data provider doesn’t have solid big data management practices in place. Also, companies need to be careful about how they use third-party data, as it can be easy to violate users’ privacy if not used properly.

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