Glossary
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First-party data

First-party data

Data collected directly from your own audience through your own channels, with their consent, which you own and control outright.

What is First-party data?

First-party data is information an organization collects directly through its own products, websites, apps, services, transactions, and customer relationships.

Why it matters

Examples include product events, purchases, account details, support interactions, survey responses, and campaign engagement. Because the organization controls the collection context and data model, first-party data can be more relevant and governable than data obtained from external parties. It must still be collected and used under an appropriate legal basis, with clear notices, access controls, retention rules, and respect for user choices.

Example

A streaming service analyzes viewing behavior, subscription history, and support interactions collected through its own service to improve recommendations and retention.

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