For what purpose are 1st party tags considered ideal?

1st party tags are primarily associated with collecting data directly from users who interact with a website or digital platform. This data is generated from the website's own user interactions, meaning it is first-hand information about the users' behavior, preferences, and engagement on that specific site.

The key advantage of utilizing 1st party tags is the level of control and management they provide over the collected data. Businesses can tailor their data collection processes according to their specific needs and objectives, ensuring that the data is accurate, reliable, and relevant. Moreover, because the data is collected directly from the audience engaging with the business’s own platforms, it allows for straight control over how the data is used, stored, and managed. This results in better asset management and the opportunity to optimize marketing strategies based on insights that are directly linked to their own audience.

While 1st party tags can certainly support demographic research and provide some insights that can be relevant in broader targeting scenarios, they chiefly serve the purpose of ensuring a business has comprehensive control over its own data sources and assets.