First-party data
First-party data is information a business collects directly from its own customers and properties — purchase history, email lists, on-site behavior — as opposed to third-party data purchased from brokers.
As third-party cookies and identifiers degrade, first-party data became the connective tissue of paid media: hashed customer lists power enhanced conversions, CAPI matching, lookalike seeds, and audience exclusions. The businesses measuring and targeting best are the ones that collect identifiers early (email capture pre-checkout) and pipe them everywhere consent allows.
It is an asset with governance obligations: consent, purpose limitation, and hashing before any platform transfer.
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