Glossary · Advertising

First-Party Data

Data a company collects directly from its own users.

What is First-Party Data?

First-party data is information gathered directly from your own audience through their interactions with your app, with consent.

As third-party cookies decline, first-party and contextual signals are increasingly how relevant ads are targeted.

First-Party Data in context

To understand First-Party Data fully, it helps to know the concepts around it. Contextual Advertising, serving ads based on the content being viewed rather than on personal tracking data. Ad Relevance, how well an ad matches the user's current intent or context. Brand Safety, ensuring ads do not appear next to harmful or inappropriate content.

Together these describe how advertising works in practice for an AI app, and where First-Party Data fits among them.