# User Data Layer

User Data Layer is a comprehensive repository of data points collected from every user who interacts with the BlockProtocol Network. This includes on-chain data, demographics, in-game and in-app activity, and more. All data is organized into **User Data Backpacks.**

**Player Data Backpacks** are issued to each user interacting with the BlockGames Network—whether through partner games, UA channels, or on-chain. These backpacks store key data points such as demographics, IP addresses, interests, and in-game actions or achievements. This data is essential for first-party targeting across the entire network.

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### Key Features

* **Precise Targeting**: Data from Player Data Backpacks is used to enable first-party, data-driven targeting, enhancing the effectiveness of user acquisition campaigns.
* **Anonymity**: While available to all UA channels, the data ensures complete user anonymity and maintains privacy.
* **First-Party Data**: Collected directly from user interactions within the BlockGames Network, first-party data is far more reliable and accurate than third-party data, leading to higher precision in mobile game targeting.