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Digital Marketing
First-party data is information a business collects directly from its own customers and visitors, such as emails, purchases, and enquiries.
It is more reliable than third-party data bought from others, and it does not depend on third-party cookies, which major browsers increasingly restrict.
Used with consent, it powers customer-list audiences, lookalikes, email marketing, and better conversion tracking.
Example
A store uploads its customer email list to Meta and Google, with consent, to create lookalike audiences and exclude existing buyers from ads.
Why it matters
As tracking gets harder, the businesses with the best first-party data will run the most efficient ads.
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Digital Marketing
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