Third-party data is being limited by browsers like Chrome and government regulations such as the GDPR, clearing the way for first-party data, which delivers accurate and relevant recommendations at companies like Amazon and Netflix. First-party data is collected directly by a company, while second-party data is collected by another company and shared with or sold to a non-competitive partner, and third-party data is collected by a data-collection company and then shared with anyone who wants to purchase it. As time passes between collecting and using customer data, the chance of that data becoming outdated increases, making first-party data always have a higher chance of being relevant and correct than second- or third-party data. First-party data delivers accurate and relevant communications when combined with a Customer Data Platform (CDP), allowing marketers to refine their customer profiles, segment them more granularly, and act with truly personalized ads, messages, and offers. With a CDP, businesses can automate personalization, delivering a complete view of every customer interaction across all channels and platforms, and maximize the value of their first-party data by improving the customer experience and profits.