First-party data is data you collect directly from your own customers and channels: site and app behavior, purchases, and consented profile information.
Category
Data Types
Also known as
1st-party data
It became the central marketing asset as third-party data declined. It can be more accurate, consented, and durable than third-party data, which is exactly what a CDP is built to unify and activate.
In practice
First-party data is the durable foundation most teams should invest in. If a data strategy depends mostly on third-party data, it is building on ground that keeps shifting.
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