First-Party Data

First-party data is information a company collects directly from its customers and audiences through its owned channels (website, app, stores, CRM, customer service), and can lawfully use for analytics and activation. Typical sources include site/app behavior, transactions, registrations, and in-store captures. 

It’s different from second-party data (someone else’s first-party data shared with you) and third-party data (collected by a third party you don’t have a direct relationship with). 

Why It Matters

  • Accuracy & trust: Collected in direct relationships, first-party data is often more reliable and relevant than third-party data. 

  • Resilience to platform changes: As third-party identifiers and cookies face restrictions, brands with strong first-party data strategies maintain targeting and measurement. 

  • Privacy compliance: Using consented first-party data and passing privacy signals (e.g., via IAB Tech Lab’s Global Privacy Platform) helps meet regional rules. 

Examples

  • E-commerce: Purchase history, on-site events (product viewed, add-to-cart), loyalty enrollment, returns. 

  • SaaS / Apps: Sign-ups, feature usage, in-app purchases, support tickets.

  • Offline → Online: POS email capture, service records synced to CRM (still first-party because customers gave it to you directly). 

Best Practices

  1. Offer a clear value exchange: Explain how sharing data improves the experience (personalized offers, faster checkout). 

  2. Get consent where needed & be transparent: For cookies/storage on devices and similar tech, follow local rules (e.g., UK ICO guidance). 

  3. Standardize privacy signals: Use frameworks like IAB Tech Lab’s GPP so consent/choices travel with the data across your ad-tech stack.

  4. Activate responsibly: When using ad platforms (e.g., Google Customer Match), upload only first-party, consented data - hashed per platform rules. 

  5. Unify in a CDP/warehouse: Build persistent profiles and segments, then sync to email, ads, and personalization tools (govern access; avoid PII where not required).

Related Terms

  • Second-Party Data (a partner’s first-party data shared with you). 

  • Third-Party Cookies / Third-Party Data (set/collected by domains other than the one a user visits). 

  • Customer Data Platform (CDP)

  • Consent Management / GPP 

FAQs

Q1. Is first-party data the same as first-party cookies?
No. First-party cookies are one storage method (set by the site you’re on). First-party data is broader—any data you collect directly (cookies may be one input). 

Q2. What are common first-party data sources?
Website/app events, purchases, registrations, email/SMS sign-ups, support interactions, and offline POS/CRM data gathered directly from customers. 

Q3. How is first-party data different from second- or third-party data?
Second-party = another company’s first-party data shared with you; third-party = data collected by a third party without a direct relationship to your customer. 

Q4. Can I use first-party data for ads?
Yes, platforms like Google Ads support Customer Match with consented first-party data. Uploads must follow policy and hashing requirements. 

Q5. What about privacy compliance?
You must respect local laws and user choices. Use clear notices/consent for cookies or similar tech and ensure downstream vendors receive those choices (e.g., via GPP). 

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