In the field of digital marketing, this type of data is mainly gathered by advertisers when users visit their website, thanks to cookies, web analytics tools, or even subscription forms. It can be behavioural (interests, records, purchase intent…) or socio-demographic (age, socio-professional group…). First-party data are considered to be harder to obtain, but of higher quality than third-party data, and are therefore more valuable.
1st party data
First-party data are data that are collected and owned by a company. Each company thus manages its own first-party data, which it uses to improve customer knowledge and customer experience.