Consumer data that is provided by a first-party such as a publisher or a DMP or other third-party data sources. This term is frequently used in reference to an advertiser’s own retargeting list or to data coming directly from a publisher, which is available at the moment an ad impression is made available. First-party data is generated when a cookie is placed on a website by the owner (publisher) so that the owner can recognize return visitors to the website. Third-party data is generated when a cookie is placed on a website by a third-party, such as an ad server or data provider. Information from these cookies is collected and can be used to place users in one or more segments, based on their online activity. These cookies are used to target advertisements and segment audiences.