Which of the following is NOT a characteristic of first-party data?

First-party data is collected directly from users through interactions on owned platforms, such as a company's website, apps, or customer surveys. This data is highly valuable because it reflects the behaviors and preferences of the company's actual customers, enabling businesses to tailor their marketing efforts effectively.

The correct choice highlights that first-party data does not provide insights from third-party sources. Instead, first-party data is strictly limited to information that a company gathers directly from its audience. This characteristic contrasts with third-party data, which involves data collected by an external entity that may not have a direct relationship with the user.

Options describing lookalike modeling, personalized advertising, and direct collection from users accurately reflect the strengths of first-party data. Lookalike modeling is often employed using first-party data to find new audiences similar to an existing customer base. Personalized advertising uses this data to create tailored experiences for users, enhancing engagement and conversion rates. Overall, first-party data’s characteristics emphasize its reliability and usefulness for businesses seeking to optimize their marketing strategies.