What type of targeting utilizes first-party data?

First-party data refers to the information collected directly from a company's own customers or audience. This data includes interactions that a brand has with its users, typically through channels such as websites, apps, email communications, and direct customer feedback.

The most relevant approach that utilizes first-party data is related to Customer Relationship Management (CRM). CRM strategies leverage this first-party data to personalize communications, understand customer behavior, segment audiences, and enhance customer experiences. By analyzing the data collected on customer preferences, purchases, and interactions, businesses can create targeted marketing efforts that resonate more strongly with their audience.

In contrast, other types of targeting, such as contextual targeting, usually analyze the content of web pages to serve ads relevant to the surrounding material, rather than focusing on user data. Behavioral targeting primarily goes after third-party data, observing user behavior across various sites and profiles. Geo-targeting aims to deliver advertisements based on a user's geographical location and may not rely specifically on first-party data.