PubWise
Programmatic Advertising Terms
& Acronyms Glossary

Programmatic Ad Terms

There is a TON of jargon in the programmatic advertising world. We’ve compiled this advertising glossary because sometimes you just need to know what a word (or acronym) means without digging around the internet.

Second Party Data

Second party data is first party data shared or purchased through explicit, safeguarded channels. Often second party data sharing is between business divisions or products within the same company but can also be between separate companies. Unlike shared 3rd party data the data sharing is negotiated with the entity that have the data and the guidelines for usage are vetted and particular to that relationship. Because the source is singular and the relationship is direct between the parties the data is expected to be cleaner and more accurate than 3rd party data.

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