2P

2P is the acronym for Second-Party.

Second-Party

Data acquired from partners that collected that information directly. An example may be that your business sponsors an industry conference. As part of that sponsorship, you have access to attendee data collected by the company that distributed or sold the tickets to the event.

Related: Zero-Party (0p), First-Party (1p), and Third-Party (3p) Data.

Martech Zone is a leading publication dedicated to marketing technology, strategies, and innovation. Its mission is to help marketers, technologists, and business leaders stay ahead of the curve by providing practical insights, expert analysis, and hands-on guidance.

Martech Zone covers a wide spectrum of digital strategies and technologies—from analytics, sales support, and automated campaign management to personalized advertising, customer relationship strategies, search visibility enhancements, and content-driven engagement. Its goal is to make complex topics, such as artificial intelligence, accessible and actionable.

Whether readers are exploring the latest trends or implementing advanced strategies, Martech Zone serves as a resource for turning marketing technology into measurable results.

Douglas Karr, Founder of Martech Zone and DK New Media

Martech Zone was founded by Douglas Karr and operates under his company, DK New Media, LLC. Douglas is a fractional chief marketing officer working with software and artificial intelligence companies to build scalable marketing strategies and drive measurable growth. He is an author, speaker, veteran, and very proud grandfather.

2P

Second-Party

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