What are first-party identifiers?
First-party identifiers are unique data associated with a user that is collected directly by the website the user is visiting.
These identifiers can be any information provided by the user:
- An email address
- A user name
- A customer identification number
In digital marketing and advertising, primary identifiers are very useful because they allow companies to personalize and improve the user experience.
They therefore help to provide relevant content and target advertising campaigns more effectively.
First-party identifiers are a response to growing privacy challenges and changes in regulations that have limited the use of third-party cookies.
Unlike third-party cookies, first-party identifiers are controlled directly by the entity that owns the website, which means that users have more control over the data they provide.
By using first-party identifiers, companies have the opportunity to create direct and transparent relationships with users.
In addition, they maintain compliance with privacy laws and regulations.
However, they also present some problems.
For example, they require users to provide some form of identifiable information, which is not always possible or can lead directly to user rejection.
In addition to that, primary identifiers don’t allow user behavior to be tracked across multiple sites, which limits their usefulness for some marketing strategies.
Despite these challenges, primary identifiers are becoming increasingly important in digital marketing strategy and targeted advertising.
Especially due to increased awareness of privacy.