First-party data is a rich, first-hand source of truth that powers personalized customer engagement efforts. It's information collected directly from customers, site visitors, and app users based on their actual interactions with the business across numerous touchpoints. This type of data allows businesses to create ultra-personalized content, advertising, and experiences that cater to individual users, providing a higher standard of engagement. In contrast, third-party data is collected by organizations without a direct relationship with the audience, often being ambiguous and restricted by data privacy laws. As companies move away from third-party data, they can leverage first-party data to create cohesive and personalized experiences, drive truly personalized customer experiences, and uncover deeper insights. Intercom's unified platform, The Engagement OS, ensures businesses can gather accurate data directly from customers, making it easier to power targeted messages and workflows, and continuously optimize how the business operates in simple and efficient ways.