First-party data
First-party data is the data a company collects directly from its relationship with its customers and users, with their consent.
It comes from the company’s own website and app, CRM, purchases, loyalty schemes or customer service. It differs from second-party data -a partner’s data, shared by agreement- and from third-party data, aggregated by external providers and largely dependent on third-party cookies.
With browsers blocking those cookies and regulation getting stricter, first-party data and verifiable sources have become the foundation of targeting. Its value lies in being accurate, owned and obtained with permission.
