Information you collect directly from your own customers and audience, such as purchase history, email addresses and phone numbers given with consent, and on-site behaviour.
Example
Meera has an email list of 8,000 people, the phone numbers customers shared at billing, and her website order history. That is her first-party data; she can use it to send offers or, with consent, build matched audiences for ads.
How you'll hear it
“As cookies fade, our first-party list is what keeps retargeting and measurement working.”
Don't confuse it with
- Third-party data: collected by other companies and sold or shared.
- Cookie: one way some data is stored, not a type of data owner.
In India: Under the Digital Personal Data Protection Act, 2023, collecting and using customers' personal data generally needs their consent for a stated purpose.
Related terms
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