What is second-party intent data, and how is it different?
Intent data is derived from user behavior data such as search history, web visits, ad clicks, and page conversions. In turn, a provider's intent data is derived from the relationship the provider has with a user as they collect that behavior data. For example, first-party intent data is collected from your own channels (e.g., website interactions and email campaigns), and it is considered first-party because you have a direct relationship to the user as you follow them across your website, user communities, and content hubs.
Second-party intent data is behavioral data collected by an organization that has a direct relationship with the user, like a software. This data is usually collected through a proprietary blend of user registration, product interactions, and on-site behavior tracking that provides helpful context about how to action the data. Once the provider collects this data, they usually aggregate and anonymize it to protect user privacy before selling this information.
Third-party intent data, on the other hand, is collected when the provider has an indirect relationship with the user while it was being collected. These providers are monitoring thousands and even millions of websites through advertising networks, data sharing, cookies, and search history. These providers typically aggregate the intent data into topical categories using keyword analysis, and then anonymize it to meet the standards of broader data privacy regulations. While it offers far-reaching market coverage, key words may offer internal stakeholders less direction on how to action it. It may even require additional processing to clean.
As you can see below, each type of intent data has its merits, which is why a comprehensive intent data strategy involves blending all three types. Specifically, second-party intent data complements the others by helping you capture mid-funnel intent data so you can follow buyers from the very earliest stages in their search → through building their shortlists → onto your website.