First Data
First Data is a transaction-data AdTech and CRM platform for advertisers.
Analyst Perspective
OOO "FERST DATA", trading as First Data, is a private Russian AdTech and MarTech company founded in 2017. It develops proprietary products that aggregate anonymised transactional purchase data and convert that data into audience segmentation, predictive targeting, CRM personalisation, and mobile advertising activation. Its core offering combines a data platform layer with campaign execution capabilities for brands, retailers, and advertising agencies. The company generates revenue through a hybrid model: software and data access for its DMP and CRM personalisation products, and managed media and performance services for campaign delivery. Its customers are business buyers that need to improve targeting accuracy, customer retention, conversion efficiency, and measurable return on advertising spend. First Data’s strategic position is anchored in transaction-based data signals rather than broad generic audience targeting.
Analyst Signal Briefing
Updated: 30 Jul 2026No strategic news signals detected in the last 90 days.
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Key insights about First Data
Category Differentiation
This company is not the former US payments processor First Data Corporation. It is a Russia-based AdTech and MarTech business focused on transaction-data targeting, CRM personalisation, and campaign activation.
First Data: About
First Data operates a hybrid B2B model combining proprietary software, proprietary data assets, and managed advertising services. It creates value by ingesting anonymised transactional data from partner sources, structuring that data into audience and propensity segments, and then enabling advertisers to activate those segments across programmatic, mobile, and CRM channels. The software layer supports segmentation and personalisation, while the services layer executes brandformance and performance campaigns for customers that want outsourced optimisation.
How First Data Works & Monetises
Business model analysis and core revenue streams
First Data monetises through a blended model of SaaS-style platform access, data-enabled product licensing, and managed campaign services. The DMP and CRM products are sold as recurring platform or data access solutions. The mobile advertising, brandformance, and performance offerings monetise via service fees and media-linked commercial arrangements, including spend-based fees, campaign management charges, and outcome-oriented performance pricing tied to acquisition and conversion efficiency.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
First Data: Frequently Asked Questions
What is First Data?
First Data is a Russian AdTech and MarTech company that uses anonymised transactional purchase data for advertising targeting, CRM personalisation, and mobile campaign activation.
Who uses First Data?
Brands, retailers, and advertising agencies use First Data to improve audience targeting, customer retention, and measurable campaign performance.
How does First Data make money?
It earns revenue from platform access to its DMP and CRM products and from managed advertising and performance marketing services.
Company Facts
- Founded
- 2017
- Headquarters
- Russia
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- firstdata.io