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The First-Party Data Playbook

Everything you need to know about
building and activating your first-party data strategy.

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You have a great opportunity to enhance your marketing strategies by investing in your most valuable asset: your own data.

Implementing and activating your first-party data can give you a clearer and more accurate view of your customers. With the right plan, you can leverage this data to improve client relationships, personalise messaging, and increase ROI. Below, we give you the low-down on how to kick start and build your own first-party data program to help your brand thrive in a post-cookie world – and beyond.

FIRST-PARTY DATA GUIDE

Your first-party data journey starts here

Discover the key benefits of owning first-party data. Take our self-assessment to determine the next steps for your organisation.


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First-Party Roadmap

Your first-party data strategy roadmap

From defining your objectives to acquiring and activating your first-party data, this roadmap will help you build, grow, and improve your strategy.

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Looking for help?

Looking for help with your first-party data?

Read our top FAQs around first-party data. Alternatively, use the contact form below to reach out to our team.

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Find out how you can replace aging technology with a more powerful first-party data strategy.

What is First-Party Data?

First-party data is what brands obtain directly from consumers. This can be through your own website, app, loyalty programs, in store and so on.

How can we grow our first-party data assets?

There are many ways you can grow your first-party data. You could:
  1. • Use your website to collect customer information through web analytics, cookies, and user registration.
  2. • Use your mobile app to collect information, such as customer profiles, behaviour patterns, and purchase history.
  3. • Run paid marketing campaigns to collect user information through landing pages, forms, and social media campaigns.
  4. • Encourage brand campaign enrolments and incentivise users to share their information.
  5. • Building email and mobile-based subscription lists for newsletters, offers, and deal notices.
  6. • Collect offline or point-of-sale data by integrating your online and offline channels, such as loyalty programs, customer surveys, and purchase data.

Can we activate our first-party data on The Trade Desk?

Yes, we make it easy to activate your first-party data – across every channel, including:

I hear third-party cookies are being phased out. So what's next?

Yes, third-party cookies will not be around much longer. But that’s good news, as the opportunities now available to you are that much greater. Read our fact sheet to learn all about the what’s happening – and how to create the best campaigns in a cookie-free world.