You’ve probably heard of three types of data: first-, second-, and third-party data. First- and third-party data are the ones you hear about most, but second-party data is starting to make itself better known. Audience targeting data is extremely useful in marketing.

First-Party Data, and Why does it Matter?

First-party data is data you own and collect yourself. At MassLive Media, our first-party data is always collecting on our website around actions taken by individuals who are browsing the site. Moreover, it is from those who are reading articles, writing comments to articles, searching auto or real estate listings. Through our MassLive website, we have a direct connection into how the data is collecting. Furthermore, deeming it more reliable.

Second-Party Data

We are constantly gathering second-party data directly from another sites (i.e. their first-party data). MassLive Media is an affiliate of Advance Local, which Advance Publications owns, giving us access to the data on all of the Condé Nast sites. Our first-party data comes from our own site, Our second-party data is data from Condé Nast, which we get directly from our affiliation with them.


Third-party data is captured based on alternative vendors, such as an advertising network. There are many varieties of third-party data. This includes: actions observed on another site, offline data based on purchases made at the grocery store, voter registration, automobile registration information, and more.


Our goal is to serve relevant ads to consumers based on their specific interests. Furthermore, data gives you the ability to do exactly that. Take advantage of how all of this data can benefit your business!

Think about who your customer is. MassLive Media has data available to help you target those exact individuals.