1st party intent data is important because it enables you to see how your data is generated, helping you feel confident that the information you receive is accurate and up to date. 1st party data refers to data collected directly via your own channels or the channels of an external supplier you are working with. For example, at Headley Media, we only generate and supply 1st party leads and intent data to our clients. Additionally, we don't outsource any of our campaigns to 3rd party suppliers, and all our data is generated via our owned portfolio of media brands.