Why advertisers and media agencies embrace first party data

Advertisers, along with media agencies, increasingly feel the need to collect first party data. But what is it exactly?

First party data is data directly collected by advertisers and media agencies. This can include data from behaviors, actions or interests demonstrated across their website(s), or subscription data for instance.

Next to this, there’s also second and third party data. Second party data is essentially someone else’s first party data (e.g. one of your partners who agrees to share their customer data with you). While third party data are mostly aggregated data (cut into segments and made anonymous) that you can purchase from larger, specialized companies (data providers).

Benefits of using first party data

According to a study by Quantcast and Iligo, 65% of the respondents say first party data is…

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