1st Party Data


First-party data is data about your audience that you collect directly from their behaviors and interactions. First party data is often behavioral, as it is collected as a customer is taking actions such as signing up for emails, purchasing products, clicking on ads or emails, or other behaviors you can track.

As the name suggests, first-party data is data that your brand owns because it is collected on properties that you govern and manage data collection within. While data collection and governance must follow local regulations and legislative requirements, first party data (when collected according to those guidelines) can be used by your brand.