Is Second-Party Data Worth a Second Look?
Winterberry Group senior managing director Bruce Biegel maintains that programmatic second-party data is fancied-up co-op advertising. “It's just a different way of buying it, but it's a one-time use data exchange. It's co-op as a model, with a different set of rules,” he says. “You're taking something complex and overlaying the data so you can target buyers you wish to interact with, while making the process easier and keeping it anonymous. But it still goes back to RFM [recency, frequency, monetization.]”