// Marketing
First-Party Data
Data you collect directly from your own audiences and customers via your own properties and product.
In depth
First-party data is the post-cookie moat. Email captures, product events, CRM records, survey responses. It's cheaper, more accurate and more legally defensible than third-party data, which is why every 2020s GTM strategy is a first-party data strategy.
Related terms
Third-Party Data
Data purchased or licensed from external providers (data brokers, intent networks, enrichment vendors).
CDP
Customer Data Platform, a unified store of first-party customer data, resolved to a single profile per person or account.
Identity Resolution
The process of stitching multiple signals (emails, cookies, device IDs, IP) into a single canonical person or account.