Glossary
First-Party Data
Data a brand collects directly from its own audience and customers — the most reliable and privacy-durable kind.
Also known as: First-party data · 1P data
First-party data is information a brand collects directly from its own customers and audience — purchases, on-site behavior, email engagement — through channels it controls.
As third-party cookies disappear, first-party data is the durable foundation for measurement. It is what powers first-party attribution in creator commerce.