Analytics & Metrics

First-party Data

Quick answer

Data customers give you directly - the post-cookie advertising asset.

Definition

First-party data is what your audience hands you knowingly: email, phone, purchase history, preferences. As tracking degrades (iOS privacy, cookie deprecation), it becomes the raw material for lookalikes, personalization and owned-channel revenue.

Why it matters

Every program we run builds the list as an asset. Platforms rent audiences; owned data compounds.

All glossary terms

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