First-Party Data

First-party data is information you collect directly from your own visitors and customers — for example: signups, purchases, preferences, and on-site behavior — as opposed to data bought or borrowed from elsewhere.

Because privacy rules have tightened, causing third-party cookies to fade in usefulness, first-party data has become increasingly important due to an organization's control over both the data itself and consent. It feeds personalization and honest measurement, and collecting it responsibly ties directly to cookie consent and data privacy regulation.