The Complete Guide to First-Party Data 

The move from third-party cookies to first-party data presents opportunities to: 

  • Learn your audience's preferences - directly from them - to build transparent customer relationships
  • More accurately predict future customer behaviors to personalize content and enhance marketing campaigns
  • Build transparent customer relationships  
  • Recoup revenue lost to third parties in recent years. 
In this guide, we outline everything you need to know about first-party data. You’ll learn why first-party data benefits your efforts, how and where to collect it, best practices around data collection and usage, and recommended technologies for streamlining your processes. And, we include a few real-world examples of how brands are leveraging first-party data today.  

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Privacy Notice

You can learn more about how we handle your personal data and your rights by reviewing our privacy notice.


Give data subjects greater control and visibility over their communication preferences. 

  • Customized communication topics, content, frequency, and medium choices for customers 
  • Drag-and-drop templates with options for layout, design, branding, formatting, and language 
  • Low-code / no-code updates for marketing teams 
  • Dynamic preference centers based on identity, geolocation, and language preferences 
  • Support for identity validation, authentication, and double opt-in 


Reduce unsubscribes with opt-down strategy and flexible choices for content topics and frequencies. 

  • Maintain real-time preference records to enhance customer profiles and consistently honor customer choices 
  • Build proprietary data sets with customized questions for zero- and first-party data collection
  • Activate data through integration with your marketing technology stack to honor preferences throughout sales and marketing activities 


Measure, report, and improve your preference and data capture with real-time reporting. 

  • Real-time dashboards and analytics 
  • A/B testing to optimize results 
  • Easy updates at any time without web dev resources 

Additional Resources

What is Preference Management? 
Read this blog to learn why brands should care about preference management.  
Trust: A Marketer’s Competitive Edge 
Get this free guide to learn the latest consent and preference management trends and best practices.  
Trust is the New Currency: The Value of First-Party Data Capture 
Watch this webinar as we break down the timeline and removal of third-party cookies, as well as the benefits of first-party data collection.
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