Question: What is first-party data?
- Information customers consent to share directly through interactions and transactions with your brand
- Information purchased from external brokers and aggregators for advertising purposes
- Anonymous browsing insights collected through third-party cookies across the internet
Explanation
First-party data comes from direct brand interactions such as purchases, account activity, loyalty programs, and website events. In Amazon Marketing Cloud, advertiser-provided signals can be used with Amazon Ads signals for privacy-safe analysis. This data is valuable because it reflects a brand’s owned customer relationships and consented interactions. It differs from data sourced through external intermediaries or cross-site tracking mechanisms.
Why the other options are incorrect
External brokers is incorrect because purchased data is not collected directly from a brand’s own customer relationships.
Third-party cookies is incorrect because cross-site cookie tracking is not first-party data.
Source for verification
https://advertising.amazon.com/solutions/products/amazon-marketing-cloud
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Marketing Cloud Certification" page.