What is first party data? And second, third and zero? - ETL | Expert data integration and data migration services
Summary
Under the rules of the GDPR (now incorporated into UK law as the UK GDPR), the data must be collected with their consent and: • Collected for specified, explicit and legitimate purposes • Limited to what is necessary • Accurate and, where necessary, kept up-to-date • Kept in a form which permits identification of data subjects for no longer than is necessary • Processed in a manner that ensures appropriate security of the data. In response to these requirements, many vendors have updated their data processing agreements to demonstrate GDPR compliance; some have also certified with Privacy Shield. Often this is via personalised experiences, such as quizzes to generate gift guides or a short questionnaire to identify a person’s purpose in visiting a website. As a contrast, first party data will generally just provide inferred insight into a person’s needs based on factors such as their purchasing behaviour or demographics. Google announced in February 2020 that they would be phasing out third party cookies from their Chrome browser, and the company recently confirmed that they would not be building an alternative way of identifying users because “we don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment”.
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