Driven Data Blog First Party Data: What Is It and Why Does It Matter in Marketing?

With the news that third-party cookies will no longer be permitted in the very near future, marketing agencies have been spending a lot of time talking about the benefits of first-party data. With all of the hype surrounding this topic, there has been an influx of information about the use of first-party data in marketing, but not all of it is accurate or painting the whole picture. We are here to explain what first-party data is, how you already own it (whether you know it or not), and why most every dealership is not using this data to its full potential.