People want brands they care about to build transparent and meaningful relationships with them. While they interact with digital products and services via a multitude of touch points and channels, people want control over how their data is used.
First-party data is information collected from consumers with direct consent – through interactions on apps and websites, and in response to marketing initiatives, like email and loyalty programmes. When used responsibly, first-party data allows brands build direct relationships with their customers, create value, and boost advertising performance.