The deprecation of third-party cookies has been the most discussed topic in digital advertising. Brands that haven’t begun building first-party data infrastructure are already behind.
What Is First-Party Data?
First-party data is information you collect directly from your audience — with their consent — through your own channels. Email subscriptions, account registrations, purchase histories, quiz responses, and survey submissions all constitute first-party data.
Building Your First-Party Data Infrastructure
Email as the foundation: Email addresses are the most valuable first-party identifier. Build aggressive, value-exchange-driven email capture across your site.
Customer Data Platform (CDP): A CDP unifies first-party data from all touchpoints into a single, actionable customer profile.
Activating First-Party Data in Advertising
First-party customer lists can be uploaded to Google Ads (Customer Match), Meta (Custom Audiences), and LinkedIn (Matched Audiences) to enable direct targeting and lookalike modelling without relying on third-party cookies.