First-party data. Spoiler alert - we aren’t gonna be talking about what data you can collect from your first party in college or your political affiliation.

No - today the topic on the table is how the mobile advertising industry is switching to using data about mobile app users collected internally. How the industry is moving away from relying on mobile user data providers and to tell us about it we have Ben from Moloco.

• What is first-party data

• Ben Jeger on LinkedIn

“The reason why it's being discussed [the first-party data] is we've entered a period of focus on user privacy. This period has seen such regulations as GDPR but also platform rules and regulations and enforcements, particularly by Apple."

“I think that in the app marketing space, the reliance on third-party data isn't really the key factor. I think when it comes to the use of third-party data from an advertising perspective, I do believe that the efficiency of ad creative is derived from the ability to apply Machine Learning to that data."

• App industry marketplace