First-party data is information a business collects directly through its own relationships and interactions with customers or users.
How it works in retail
Examples include purchase records, account details and activity on a company’s website. The classification describes how the data was obtained, not unrestricted permission to use it.
A retail example
A retailer uses its own transaction records to understand which product categories repeat customers purchase.
What to keep in mind
Collection, access, advertising use and sharing must each have an appropriate basis. First-party data is not automatically anonymous or exempt from privacy obligations.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.