What is First-Party Tracking?

First-party tracking runs the redirect and cookies through a domain the publisher controls, rather than a shared third-party tracker. Browsers, ad blockers and privacy features increasingly block third-party requests, so first-party is now the difference between measuring your traffic and losing 20–40% of it.

It's the direction the whole industry is moving as third-party cookies disappear.

PayTandem runs redirects first-party and lets a creator CNAME their own subdomain onto the tracker, so links resolve on their audience's trusted domain and attribution survives.