First-Party Data
By the AdFlint research team · Last reviewed July 2026
Information your business collects directly from its own customers and visitors, including purchases, site behavior, CRM records, and subscriptions.
You own the collection point, so you know the provenance and the consent status: order history, email lists, support tickets, on-site events. It powers Customer Match, custom audiences, and the hashed identifiers behind enhanced conversions, and it has become the durable asset as cross-site signals decay. The mistake is assuming ownership implies permission, since you still need a lawful basis and disclosure to push it into an ad platform.
First-Party Data compared with
The settings this gets confused with, and how to tell them apart.
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