Analytics & data
First-party data
Data a company collects directly from its own customers and visitors — the most valuable, durable data source in the post-cookie era.
First-party data is information gathered from your own sources: website, e-shop, emails, CRM, app. Unlike purchased third-party data, you own it and hold consent for it.
Why it matters
With third-party cookies ending, first-party data decides targeting quality. Companies with a well-built database hold a huge competitive edge.
Real-world example
An e-shop builds targeting on its own purchase database instead of third-party cookies. It segments by behavior and achieves sharper remarketing even after privacy rules tighten.
Related terms
Related serviceAI Performance
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