Draft:First-party data
First-party data is information collected directly from the customers with their consent.[1] This type of data is an alternative to third-party data, especially as the third-party data gets less available due to changing advertising policies. [2]
First-party data cookies are set directly on a website a user visits. They collect information on how specific users interact with the website.[3] This type of data helps website owners understand how users interact with their website and make necessary adjustments to improve the user experience.
First-party data, collected directly from consumers, is a stable alternative to uncertain third-party data. It is the most reliable type of data when it comes to understanding the engagement of the consumers.[4]
With third-party data getting less reliable, first-party data offers an alternative to fill in the gaps. Benefits of first-party data include better user data control, deeper understanding of customer behavior, and this type of data can be well integrated into the marketing analytics and
operational processes. [5]
- ^ Ham, Minjeong; Lee, Sang Woo (2025-02-01). "Personal data strategies in digital advertising: Can first-party data outshine third-party data?". International Journal of Information Management. 80: 102852. doi:10.1016/j.ijinfomgt.2024.102852. ISSN 0268-4012.
- ^ Ham, Minjeong; Lee, Sang Woo (2025-02-01). "Personal data strategies in digital advertising: Can first-party data outshine third-party data?". International Journal of Information Management. 80: 102852. doi:10.1016/j.ijinfomgt.2024.102852. ISSN 0268-4012.
- ^ Malagi, Anupama K.; Ramya, S. (2025), "Unlocking the Value of Artificial Intelligence in Human Resource Management Through Effective Implementation and Usage", Smart Innovation, Systems and Technologies, Singapore: Springer Nature Singapore, pp. 647–654, doi:10.1007/978-981-97-7717-4_46, ISBN 978-981-97-7716-7, retrieved 2025-05-26
- ^ Ham, Minjeong; Lee, Sang Woo (February 2025). "Personal data strategies in digital advertising: Can first-party data outshine third-party data?". International Journal of Information Management. 80: 102852. doi:10.1016/j.ijinfomgt.2024.102852. ISSN 0268-4012.
- ^ Latvala, Lawrence; Horn, Jeff; Bruno, Bill (2022-02-01). "Thriving in the age of privacy regulation: A first-party data strategy". Applied Marketing Analytics: The Peer-Reviewed Journal. 7 (3): 211. doi:10.69554/kmbl6487. ISSN 2054-7552.