Second-Party Cookies

Second-party cookies are actually better defined as...

Second-party cookies are actually better defined as ‘second party data’, since they are not, technically speaking, cookies. They contain the same data as first-party cookies, but are less automatic, and are instead being used only by a secondary website, or trusted partner, via a data exchange between the two sites.

Why would I need this?

This type of data is less common and less concerning for consumers as to their privacy because in most cases a user has opted into giving their data voluntarily. This data would be shared with another related party, or trusted partner. It can help companies improve conversion rates and ROAS by bringing targeted and relevant ads to customers in a more privacy-safe way than third-party data.

How does it work?

Second-party cookies are cookies that are shared between one company and another via a data partnership. For example, a company can share visitor data from one brand to get an extra lift for a new brand. The more popular brand collects first-party data and then shares it with the other brand. The new brand now has second-party data for increasing conversion rates and influencing more efficient ad spend.

Real world examples

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