First-party data is a term related to the source of the available data. In the case of first-party data, data is available “firsthand”. This is therefore data that is generated via our own systems. First-party data is data companies collect directly from their audience, customers, and prospects. This can therefore name and address data or data about the online behavior of website visitors that are collected using cookies.
The big advantage of collecting first-party data is that the website visitors have agreed that this first-hand data is collected and stored. After all, this is done by accepting cookies. In this case, privacy objections, therefore, play no role. In addition, collecting first-party data has the great advantage that this can be done free of charge.
The disadvantage of First-party data is that the information collected is somewhat limited. Information is only collected about current visitors to a website. An organization that wishes to reach new visitors or a new target group will also have a great deal of interest in obtaining data in a different way (by means of second and third-party data).