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First Party Data

Data a company collects directly from its users, customers or prospects without involvement of third parties.

Also known as: First-Party Data, Owned Data

First party data is data a company gains from its own direct interaction with users. Sources include website, shop, app, CRM, mailing list, service contacts and orders. Unlike third party data it sits under your own control, is often more accurate and is legally cleaner to use, provided that consent is properly documented.

What belongs to it

Typical first party data includes profile data from signup and order, behavioural data from website and app, interactions with newsletters, service contacts, reviews and surveys. Conversion data from own shops also belongs here. The distinction between identification attributes like email address or customer number and pure behavioural data matters.

Why first party data is gaining importance

With the decline of many third party cookies and stricter data protection rules, first party data has strongly gained value. It is the foundation for own segments, lookalike audiences, modelling and a sustainable approach to advertising planning. Prerequisites are clean consent, clear purpose limitation, documented retention periods and a technical implementation that meets GDPR requirements.

First party data in JD Media

JD Mail relies on first party data at its core: addresses from own signups, interactions with own emails, behaviour on own landing pages. From this base meaningful segments and reactivation sequences emerge. JD Partner and JD Leads extend the first party base with clearly documented reach from partners, always based on consent-eligible data collection at the original list operator.