First-Party Data is defined as the data a company collects directly from its customers through its own channels and sources. The company owns the data and they do not have to purchase or trade with third parties making the data more reliable and compelling for personalized re-targeting catering to an individual’s interests. With the inevitable depreciation of third-party cookies and stricter data regulations, companies need to get more comfortable relying on first-party data. However, first-party data has a limited scale and scope, it can lack insights into people who haven’t en 8gaged with them and their products and services.
