First Party Data
First-party data is information a company collects directly from its own customers and users, through its own products and with their consent.
Why It Matters
As third-party tracking is restricted, first-party data has become the main durable asset in advertising and personalisation.
Related Terms
- Third Party DataThird-party data is information about people collected by companies that have no direct relationship with them, and sold for targeting.
- Audience SegmentationAudience segmentation is the division of customers into groups with common characteristics or behaviour, so that products, pricing and messages can differ between them.
- Data MoatA data moat is an advantage built on data a competitor cannot obtain: proprietary records, exclusive feeds or data generated by a company's own customers in use.
- Identity ResolutionIdentity resolution is the matching of records across devices and channels to recognise that they belong to the same person.
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