First-Party Data Strategy
A first-party data strategy is the systematic collection and use of data that a company gathers directly from its own users with their consent, for example through login areas, newsletter sign-ups or purchases. It is gaining importance because browsers such as Safari and Firefox block third-party cookies, which reduces the reach of classic third-party tracking data; Chrome has kept third-party cookies since its reversal in April 2025.
In practice
In practice, companies combine CRM records, newsletter contacts and login information with website tracking, for example via server-side tagging or Enhanced Conversions, to recognise customers without third-party cookies. Collecting and using such data always needs a sound legal basis; where the user's device is accessed for it, consent under section 165 para. 3 TKG 2021 has to be obtained as well, through a consent management platform. First-party data is not automatically unproblematic under data protection law simply because you collected it yourself. An incentive to register voluntarily, such as a discount or exclusive content, is a common building block of such strategies.