Every marketer knows that without data, you’re going nowhere. But which data is truly valuable: your own (first-party data) or someone else’s (third-party data)? In this blog, we’ll explain the difference, why first-party data is becoming increasingly important, and how Spotler helps you leverage it smartly for campaigns that actually work.

What is first-party data?

First-party data is information you collect directly from your customers. This can range from website behaviour to CRM data and feedback from surveys. Examples include:

  • Website behaviour (which pages perform best, where users drop off),
  • Newsletter subscriptions and preferences (what your audience finds interesting),
  • CRM data such as purchase history or previous interactions,
  • Feedback from surveys or forms.

Because this information comes from your own channels, it’s reliable, up-to-date, and 100% relevant to your audience. And the best part? You can use it to personalise campaigns, better predict customer needs, and strengthen your relationship with your audience.

What is third-party data?

Third-party data is collected and sold by external sources to marketers. Examples include data from advertising networks, platforms tracking online behaviour, and third-party cookies.

While it used to be useful, increasing privacy regulations such as GDPR and cookie laws have limited it. Third-party data is often less reliable, more generic, and dependent on external providers, making it less suitable for targeted marketing. In short, it’s useful as a supplement, but not as the foundation for your marketing strategy.

Why first-party data is more important than ever

With third-party cookies disappearing, first-party data is becoming crucial. Those who invest in it now will have a significant advantage later. Using first-party data allows you to:

  • Personalise campaigns based on real customer insights,
  • Build trust because customers consciously share their data,
  • Work independently and sustainably without relying on external providers.

How Spotler helps marketers leverage first-party data

Collecting data is one thing, but putting it to good use is where the real value lies. That’s where Spotler comes in. Our tools make it easy to use your valuable first-party data intelligently.

For e-commerce companies, our CDP is a central hub where all your data comes together. Based on characteristics and behaviour, you can build profiles and audiences to apply relevant personalisation across the channels you use: email, WhatsApp, social media, and your webshop.

Our CRM and lead management solution works similarly for B2B organisations. All customer and prospect data, including digital activities (website visits, page and email interactions, event registrations, and attendance), is centralised. You can apply segmentation and lead scoring from this central source to enable precise follow-up actions.

First-party vs. third-party data

Simply put: first-party data is collected directly by you through your own channels. It’s reliable, current, and fully aligned with your audience. You get this information straight from your customers via a purchase, newsletter signup, or completed form. This means you know: it’s accurate, it’s ours, and we can use it to make more innovative, more personalised campaigns. The best part: the data always belongs to you, providing a stable and future-proof foundation for your marketing.

Third-party data, conversely, comes from external sources via ad networks or third-party cookies. At first glance, it may seem appealing, as it provides a lot of information. But it has drawbacks: it’s often less targeted to your audience, reliability can be questionable, and stricter privacy regulations and the disappearance of third-party cookies make it increasingly difficult to use. Think of it as a nice supplement, but not the cornerstone of your strategy.

The conclusion is simple: build on your own data, not someone else’s. Need help? We’re here to assist!

Frequently asked questions

What is the main difference between first-party and third-party data?
The main difference is the source: first-party data is collected directly from your customers, while third-party data comes from external sources.

Why is third-party data disappearing?
Browsers and privacy regulations limit the use of cookies and external trackers, making third-party data increasingly unavailable.

How do I start collecting first-party data?
Start by leveraging your channels: newsletters, CRM, customer surveys, and website interactions. Spotler can help you with this!