{"id":15236,"date":"2020-04-30T20:14:43","date_gmt":"2020-04-30T14:44:43","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=15236"},"modified":"2022-09-02T12:55:33","modified_gmt":"2022-09-02T07:25:33","slug":"what-is-second-party-data-how-can-publishers-use-it","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/","title":{"rendered":"What is Second-Party Data? How Can Publishers Use It?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Publishers are currently facing a plethora of challenges that are threatening their revenue generation models and growth objectives. On one hand, Google has decided to <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-first-party-data-will-drive-user-engagement-and-revenue-in-a-post-cookie-world\/\" target=\"_blank\">sunset third-party cookies<\/a>. On the other, <a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-should-know-about-the-january-cpm-slump\/\" target=\"_blank\" rel=\"noreferrer noopener\">CPMs<\/a> and revenue have flatlined due to  <a rel=\"noreferrer noopener\" href=\"https:\/\/resources.adpushup.com\/covid-19-publisher-survey-report\" target=\"_blank\">COVID-19\u2019s impact<\/a> on global ad spend. Then there are emerging privacy laws such as the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/a-ccpa-compliance-checklist-for-publishers\/\" target=\"_blank\">CCPA<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/a-gdpr-checklist-for-those-who-are-tired-of-gdpr-checklists\/\" target=\"_blank\">GDPR<\/a>, and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/an-introduction-to-lgpd-brazils-general-data-protection-framework\/\" target=\"_blank\">LGPD<\/a>, which are disrupting existing ad tech operations.<\/p>\n\n\n\n<p>Inadvertently, the first solution that publishers turned their attention towards was first-party data. It makes sense in the long run as direct website data can help in building better audience relationships and initiating <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-vs-direct-deal\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct deals<\/a>.&nbsp;<\/p>\n\n\n\n<p>However, second-party data perhaps does not get the attention it deserves. In this post, we\u2019ll cover the benefits of second-party data and its value for publishers.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#What_is_Second-Party_Data\" >What is Second-Party Data?&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Benefits_of_Second-Party_Data_for_Publishers\" >Benefits of Second-Party Data for Publishers&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#1_More_reliable_and_accurate\" >1. More reliable and accurate<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#2_Better_scalability\" >2. Better scalability<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#3_Privacy_compliant\" >3. Privacy compliant<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#4_More_valuable\" >4. More valuable<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#5_Improved_ad_targeting\" >5. Improved ad targeting<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#How_Can_Publishers_BuySell_Second-Party_Data\" >How Can Publishers Buy\/Sell Second-Party Data?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Adobe_Audience_Manager\" >Adobe Audience Manager<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Lotame_Data_Exchange\" >Lotame Data Exchange&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Salesforce_Audience_Studio\" >Salesforce Audience Studio<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#LiveRamp_IdentityLink_Data_Store\" >LiveRamp IdentityLink Data Store<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Closing_Thoughts\" >Closing Thoughts&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#Additional_Readings\" >Additional Readings<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Second-Party_Data\"><\/span>What is Second-Party Data?&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Most people in ad tech are at least vaguely aware of the three types of data: First-party, second-party, and third-party data. Let&#8217;s recap their key differences.<\/p>\n\n\n\n<ol><li><strong>First-party data<\/strong> is collected directly from users by a company. In advertising, a publisher\u2019s website collects this data using cookies, pixels, forms, and more. And then CRM and analytics software are used to process it for better understanding. Publishers own this data, making it the most valuable source available to them.&nbsp;<\/li><li><strong>Third-party data <\/strong>is aggregate first-party and second-party data bought and sold at scale via data exchanges. It is primarily used to run targeted ads and retargeting campaigns. This data is collected using cookies from a variety of sources like websites, mobile applications, etc. Third-party data is often organized using a <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/data-management-platform\/\" target=\"_blank\">data management platform<\/a>.<\/li><li><strong>Second-party data<\/strong> is essentially <em>someone else&#8217;s<\/em> first-party data that has been segmented, bundled, and sold in private data marketplace. It is highly accurate as the publisher collects it directly from their website.&nbsp;Generally, marketers collect this data to improve a brand\u2019s campaign performance.<\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Types-of-Data-Lotame.png\" alt=\"Types of data, image obtained from Lotame\" class=\"wp-image-15237\" width=\"554\" height=\"739\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Types-of-Data-Lotame.png 764w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Types-of-Data-Lotame-225x300.png 225w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Types-of-Data-Lotame-640x853.png 640w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Types-of-Data-Lotame-150x200.png 150w\" sizes=\"(max-width: 554px) 100vw, 554px\" \/><figcaption>Source: <a href=\"https:\/\/www.lotame.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lotame<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Benefits_of_Second-Party_Data_for_Publishers\"><\/span>Benefits of Second-Party Data for Publishers&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"1_More_reliable_and_accurate\"><\/span>1. More reliable and accurate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Second-party data is more reliable than third-party data. The latter is available for use for everyone and can be purchased in bulk through a data provider, therefore lacking the depth or the insights that first-party\/second-party data offers. <\/p>\n\n\n\n<p>With second-party data, buyers purchase exactly what they need. Adding to that, this is more accurate as it is first-party data collected directly by a publisher.&nbsp;<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"2_Better_scalability\"><\/span>2. Better scalability<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Data is only valuable as the insights it can provide. Since third-party data is available to everyone, there is very little competitive advantage it offers. First-party data is valuable but the collection is limited by the publisher&#8217;s own audience and traffic.<\/p>\n\n\n\n<p>Second-party data defeats both in terms of scalability. It\u2019s organized, exclusive to the buyer, and can be immediately used for effective marketing strategies.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"3_Privacy_compliant\"><\/span>3. Privacy compliant<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>When privacy-laws such as GDPR and the CCPA came into being, publishers immediately started looking for privacy-compliant methods of collecting data. Second-party data tops third-party data here, since it\u2019s somebody else&#8217;s first-party data, collected after recording consent. The buyer in this stage is more aware of how the data is collected and what level of user consent was obtained at the first stage. <\/p>\n\n\n\n<p>Publisher cannot collect users\u2019 data unless users voluntarily agree to sharing it. This is achieved by adding privacy-compliance pop-ups on the website and landing pages. Once a user agrees to sharing personal data, using that data becomes legitimate.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"4_More_valuable\"><\/span>4. More valuable<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Imagine you have a meal-planning website and are planning on running a campaign. Since meal planning is a potentially millennial concept, you will need data from websites that collect trends on millennials\u2019 shopping needs, diet requirements, etc. This data will immediately contribute to the success of your campaign. <\/p>\n\n\n\n<p>Additionally, the data you collect from your website will be similarly valuable to another publisher or marketer. Moreover, it will fetch you greater revenue in return.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"5_Improved_ad_targeting\"><\/span>5. Improved ad targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As mentioned above, for publishers, it isn\u2019t always about selling your first-party data. Sometimes they can also buy second-party data from another publisher and use it for targeted advertising. Combining their own first-party data and second-party data from another publisher can be an extremely powerful strategy.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Can_Publishers_BuySell_Second-Party_Data\"><\/span>How Can Publishers Buy\/Sell Second-Party Data?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Second-party data is bought from a website owner and there is no other way to obtain it. The buyer in this case can be an advertiser or publisher. Publishers can buy another publisher\u2019s data for additional insights. For example, a travel website can buy first-party data from an airline website to target consumers better.<\/p>\n\n\n\n<p><strong>How can publishers sell or buy second party data?<\/strong> The answer to that is second-party data marketplaces. Second-party marketplaces enable seamless and transparent exchange of data between the buyers and sellers on a single platform.<\/p>\n\n\n\n<p><strong>Also read:<\/strong> <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/first-party-vs-third-party-cookies\/\" target=\"_blank\">First-Party vs. Third-Party Cookies: What\u2019s the Difference?<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"918\" height=\"303\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Second-party-data-onaudience.png\" alt=\"\" class=\"wp-image-15240\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Second-party-data-onaudience.png 918w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Second-party-data-onaudience-300x99.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Second-party-data-onaudience-768x253.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/Second-party-data-onaudience-150x50.png 150w\" sizes=\"(max-width: 918px) 100vw, 918px\" \/><figcaption>Source: <a href=\"https:\/\/www.onaudience.com\/resources\/what-is-second-party-data\/\" target=\"_blank\" rel=\"noreferrer noopener\">OnAudience<\/a><\/figcaption><\/figure>\n\n\n\n<p>Here are some of the leading second-party data marketplaces:<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Adobe_Audience_Manager\"><\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adobe.com\/experience-cloud\/topics\/second-party-data.html\" target=\"_blank\"><strong>Adobe Audience Manager<\/strong><\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Adobe is already a well-known name in the computer software industry. Adobe Audience Manager leads in terms of providing an efficient second-party data marketplace.&nbsp;<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Lotame_Data_Exchange\"><\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/www.lotame.com\/products\/lotame-data-exchange\/\" target=\"_blank\"><strong>Lotame Data Exchange&nbsp;<\/strong><\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>When it comes to data exchange\/storage\/analysis needs, Lotame is a popular choice. Lotame Data Exchange connects anyone looking to sell or buy this data to their preferred choice.&nbsp;<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Salesforce_Audience_Studio\"><\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/help.salesforce.com\/articleView?id=mc_dmp_dmp.htm&amp;type=5\" target=\"_blank\"><strong>Salesforce Audience Studio<\/strong><\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Salesforce allows users to access reputed second-party data sellers through its customer data platform marketplace. Data sellers are anonymized in the marketplace, so there is no threat to reputation.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"LiveRamp_IdentityLink_Data_Store\"><\/span><a rel=\"noreferrer noopener\" href=\"https:\/\/liveramp.com\/our-platform\/data-network\/\" target=\"_blank\"><strong>LiveRamp IdentityLink Data Store<\/strong><\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>LiveRamp is an admired name in the <a href=\"https:\/\/www.adpushup.com\/blog\/identity-resolution-definition-types-benefits-and-privacy-concerns\/\" target=\"_blank\" rel=\"noreferrer noopener\">identity resolution<\/a> market. Their Data Store allows seamless trading of data in the second-party data marketplace.&nbsp;<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Closing_Thoughts\"><\/span>Closing Thoughts&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers should recognize the potential of their first-party data and sell it in the form of second-party data to generate more revenue. Additionally, they should also consider buying it to improve performance of their own campaigns. In the wake of privacy laws and the cookie apocalypse, it&#8217;s a smart way to create more value.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Additional_Readings\"><\/span>Additional Readings<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li><a href=\"https:\/\/digiday.com\/media\/gdpr-second-party-data-deals\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDPR is leading to more second-party data deals<\/a><\/li><li><a href=\"https:\/\/www.lotame.com\/publishers-can-use-second-party-data-ad-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">How Publishers Can Use Second-Party Data for More Ad Sales<\/a><\/li><\/ul>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Publishers are currently facing a plethora of challenges that are threatening their revenue generation models and growth objectives. On one hand, Google has decided to sunset third-party cookies. On the other, CPMs and revenue have flatlined due to COVID-19\u2019s impact on global ad spend. Then there are emerging privacy laws such as the CCPA, GDPR,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":15280,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6445],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Second-Party Data And How Can Publishers Use It?<\/title>\n<meta name=\"description\" content=\"Learn what second-party data means, its use cases and benefits for publishers, and how it can be a valuable addition to your toolkit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is Second-Party Data And How Can Publishers Use It?\" \/>\n<meta name=\"twitter:description\" content=\"Learn what second-party data means, its use cases and benefits for publishers, and how it can be a valuable addition to your toolkit.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/second-party-data.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/what-is-second-party-data-how-can-publishers-use-it\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/second-party-data.jpg\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/04\/second-party-data.jpg\",\"width\":1362,\"height\":770,\"caption\":\"Young man sitting in office and working on desktop pc. 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