First-Party Data

What is first-party data?

First-party data is information gathered by a company directly from its customers. In other words, this information is owned and controlled by the company that collects it.

Let’s say a user wants to buy something in a shopping app. Before purchasing an item, they need to fill out personal information to register. Once they purchase a product, the shopping app keeps their first-party data and is allowed to use it for ad targeting purposes. 

Why is first-party data important? 

Due to privacy restrictions in mobile marketing, owning first-party data has become more important than ever. Since the introduction of Apple’s ATT, marketers have shifted their focus from third-party data to first-party data which is compliant with privacy regulations. Reach out to MAF to learn about our advertising solutions that work on first-party data.