Second-Party data allows marketers to have the ball in their court, to choose the data sources they feel are most relevant to their campaign optimization, filtering out all the unnecessary data. By cutting out the middleman, marketers can form a direct relationship with the best source of high-quality data. What second-party data may lack in scale, it makes up for with precision, and sometimes, that precision can go very far. Rather than buying a third-party data segment of “moms” from a data aggregator, you can go directly to the publisher of a parents’ magazine to negotiate a deal with them. 2nd party data exchanges offer both the buyer and seller transparency and control over the transaction.