First Party Data

First party data has grown in popularity with businesses looking to unlock customer insights that power more relevant content and marketing.

Global Schema

Privacy regulation, such as the GDPR, is forcing many marketers to reconsider how they use data. Third party data, which is always associated with a third party cookie/ID, is becoming increasingly unsustainable due to third party ID's being blocked by the major web browsers (and the challenge of gaining consumer consent for their data to be sold to other companies). Savvy marketers are looking to make greater use of their first party data instead to unlock customer knowledge from within their audience data sets.

First party data is the data you collect directly about the people who interact with your brand or content. This ranges from behavioural data on your app and/or website, to CRM, social and subscription data you’ve collected over time.

Given first party data is information you collect directly about your prospects and customers, the level of accuracy and relevance is incredibly high - this accuracy is why it is rapidly becoming the primary data source for most marketers.

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