[avoidit]

Before I went to read the article, I wondered if they would define first and second party here. And they do:

Quote from the article: "In order to leverage the deep pool of data Facebook collects on users, the company mixes information that it obtains from users themselves (Pages a user liked, for instance) with information from advertisers (membership status in a loyalty program, for example) and with data obtained from third party providers."

It is super interesting that they have no terminology at all for data collected via shadow profiles. I propose "zeroth party" data - they are shadow profiles after all. :-)