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Why first-party data are the future

By:

March 9, 2020

Last updated: August 7, 2026

SUMMARY.

First-party data is information customers share with a business directly and knowingly — and it’s become the most durable, valuable marketing asset. Even though Google ultimately kept third-party cookies in Chrome, privacy regulations (GDPR, CCPA), browser restrictions (Safari and Firefox block third-party cookies by default), and Apple’s App Tracking Transparency have made third-party tracking unreliable. Brands that collect first-party data — especially in physical locations, via guest WiFi — build richer, consent-based customer relationships.

For years, marketers relied on third-party data to track and target customers across the web. That model has become far less reliable — and first-party data has taken its place as the strategic priority. Any business that has leaned on third-party tracking should rethink its approach and find ways to reach and engage customers directly.

What is first-party data, and why does it matter?

First-party data is data that customers proactively share with a business. Unlike third-party tracking — where marketers follow customers in the background — collecting first-party data is a collaborative act: customers know what they’re sharing. Used well, it lets companies build rich profiles and tailor each customer’s experience.

Gathering it also builds trust. Actively involving customers reduces the “creep” factor of being passively followed; when a company is upfront about what it collects, customers are far more willing to share. And brick-and-mortar businesses have a major opportunity here — physical locations are an ideal environment to engage customers and collect their information, with consent.

What happened to third-party cookies?

In 2020, Google announced it would phase out third-party cookies in Chrome, and much of the industry braced for their end. But after repeated delays, Google reversed the decision in April 2025 — Chrome is keeping third-party cookies.

So why does first-party data still matter more than ever? Because the shift was never really about one browser:

Privacy regulation — GDPR, CCPA/CPRA and similar laws require consent and limit passive tracking.
Other browsers already block third-party cookies — Safari and Firefox have done so by default for years.
Apple’s App Tracking Transparency (ATT) sharply reduced cross-app tracking on iOS.
Consumer expectations — people are savvier about privacy and reward brands that are transparent.

The takeaway: don’t build your strategy on third-party tracking that regulators, browsers, and customers are steadily constraining. Build it on first-party data collected with consent.

How can physical locations collect first-party data?

Businesses with physical locations can collect first-party data in several ways:

Offer convenience

Make customers’ lives easier with tools and services they use on-site. Carmila, one of Europe’s leading retail-property companies, set out to give shoppers stellar in-center experiences — starting with excellent WiFi that makes them feel at home — while giving its retail brands a state-of-the-art way to market to shoppers more effectively.

Offer discounts or rewards customers redeem after providing their information. Mattress retailer PerDormire launched a WiFi initiative promoting its in-store rewards program: customers signed up through a branded welcome portal, letting the brand collect data and preferences while staying GDPR-compliant.

Offer exclusivity

Create unique, exclusive experiences. At Prada Group, sales associates are notified when a returning customer walks in, so they can offer more attentive, personalized service — deepening loyalty and customer relationships over time.

How guest WiFi captures first-party data

Guest WiFi is one of the most effective ways to capture first-party data in the physical world. With Cloud4Wi, a branded captive portal collects consent-based data — email, preferences, visit behavior — that flows into your martech stack, while the built-in compliance center keeps it GDPR-aligned. Returning visitors reconnect automatically via Passpoint, and the data powers personalized, location-aware engagement.

Cloud4Wi has helped brands like The Prada Group and Campari get to know their customers better while elevating the brand experience. Request a demo to launch your first-party data initiative in-store.

The bottom line

The days of silently tracking customers are ending — not because of one browser decision, but because regulation, browser restrictions, and customer expectations all point the same way. First-party data lets brands collect high-quality information ethically and with consent — and physical locations, powered by guest WiFi, are one of the best places to do it. If you haven’t made first-party data a priority yet, now is the time.

Frequently asked questions

First-party data is information customers share directly and knowingly with a business — like an email, preferences, or visit behavior. Third-party data is collected by outside parties tracking users across sites and apps, often without clear awareness. First-party data is more accurate, consent-based, and durable, which is why it has become the priority as third-party tracking grows less reliable.

Not as originally planned. Google announced in 2020 it would phase out third-party cookies in Chrome, but after repeated delays it reversed the decision in April 2025 and is keeping them. However, Safari and Firefox already block third-party cookies by default, and privacy laws and Apple's App Tracking Transparency still limit tracking — so first-party data remains essential.

Because it's reliable, compliant, and trusted. Privacy regulations, browser restrictions, and consumer expectations have made passive third-party tracking unreliable, while first-party data is collected directly with consent. It lets brands build rich customer profiles, personalize experiences, and maintain trust — advantages that don't depend on any single platform's tracking policy remaining in place.

Three proven tactics: offer convenience (useful on-site services like fast, branded WiFi), incentivize sharing (discounts or loyalty rewards in exchange for information), and offer exclusivity (personalized experiences for known customers). Guest WiFi ties these together — a branded captive portal captures consent-based data at the moment of connection, which brands like Carmila, PerDormire, and Prada have used effectively.

When a visitor connects through a branded captive portal, they can share details like an email and opt in to marketing, creating consent-based first-party data. That data flows into the brand's CRM and martech tools for personalized campaigns, while a compliance center keeps collection aligned with GDPR. It turns a physical visit into a durable, first-party customer relationship.

Yes, when built on consent. First-party data is gathered directly, with the customer's knowledge and agreement, which aligns with laws like GDPR and CCPA. A platform with a compliance center — granular consent, localized policies, data minimization, and a self-service data portal — lets brands collect and use first-party data lawfully while maintaining customer trust.