Which one of the following is typically not a benefit of using first-party data?

First-party data is information collected directly from your own audience, which can include existing customers or website visitors. This type of data generally offers several key benefits.

High accuracy is a significant advantage of first-party data since it comes directly from the source, resulting in reliable and specific information about user behaviors, preferences, and demographics. Enhanced targeting capabilities also stem from first-party data, as businesses can tailor their marketing messages and offers to specific segments of their audience based on actual interactions and characteristics.

Cost-effectiveness is another main benefit because utilizing first-party data can reduce reliance on more expensive data sources, such as third-party data, which often comes with additional costs due to leasing or purchasing.

In contrast, the assertion that first-party data typically provides anonymous user insights is misleading. First-party data is usually more identifiable since it is collected from users who are known to the organization, meaning that marketers often have access to specific information that indicates who the users are rather than abstract or anonymous trends. As a result, relying on first-party data does not emphasize anonymity in the same way third-party cookies or other data sources might, which aggregate user activity without directly linking it to identifiable individuals.