diff --git a/endpoints/openrtb2/auction.go b/endpoints/openrtb2/auction.go
index d26623da348..70d8e72629e 100644
--- a/endpoints/openrtb2/auction.go
+++ b/endpoints/openrtb2/auction.go
@@ -898,6 +898,8 @@ func isBidderToValidate(bidder string) bool {
 	switch openrtb_ext.BidderName(bidder) {
 	case openrtb_ext.BidderReservedContext:
 		return false
+	case openrtb_ext.BidderReservedData:
+		return false
 	case openrtb_ext.BidderReservedPrebid:
 		return false
 	case openrtb_ext.BidderReservedSKAdN:
diff --git a/endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-ext-bidder.json b/endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-ext-bidder.json
similarity index 64%
rename from endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-ext-bidder.json
rename to endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-ext-bidder.json
index 74dede0857f..c36ae0cd41d 100644
--- a/endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-ext-bidder.json
+++ b/endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-ext-bidder.json
@@ -21,30 +21,29 @@
         "appnexus": {
           "placementId": 12883451
         },
+        "data": {
+          "keywords": "prebid server example"
+        },
         "context": {
           "data": {
-            "keywords": "prebid server example"
+            "keywords": "another prebid server example"
           }
         }
       }
     }]
   },
   "expectedBidResponse": {
-    "id":"some-request-id",
-    "seatbid": [
-      {
-        "bid": [
-          {
-            "id": "appnexus-bid",
-            "impid": "",
-            "price": 0
-          }
-        ],
-        "seat": "appnexus-bids"
-      }
-    ],
-    "bidid":"test bid id",
-    "nbr":0
+    "id": "some-request-id",
+    "seatbid": [{
+      "bid": [{
+        "id": "appnexus-bid",
+        "impid": "",
+        "price": 0
+      }],
+      "seat": "appnexus-bids"
+    }],
+    "bidid": "test bid id",
+    "nbr": 0
   },
   "expectedReturnCode": 200
-}
+}
\ No newline at end of file
diff --git a/endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-prebid-bidder.json b/endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-prebid-bidder.json
similarity index 67%
rename from endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-prebid-bidder.json
rename to endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-prebid-bidder.json
index 41461813c40..ad6298db39a 100644
--- a/endpoints/openrtb2/sample-requests/first-party-data/valid-context-allowed-with-prebid-bidder.json
+++ b/endpoints/openrtb2/sample-requests/first-party-data/valid-fpd-allowed-with-prebid-bidder.json
@@ -25,30 +25,29 @@
             }
           }
         },
+        "data": {
+          "keywords": "prebid server example"
+        },
         "context": {
           "data": {
-            "keywords": "prebid server example"
+            "keywords": "another prebid server example"
           }
         }
       }
     }]
   },
   "expectedBidResponse": {
-    "id":"some-request-id",
-    "seatbid": [
-      {
-        "bid": [
-          {
-            "id": "appnexus-bid",
-            "impid": "",
-            "price": 0
-          }
-        ],
-        "seat": "appnexus-bids"
-      }
-    ],
-    "bidid":"test bid id",
-    "nbr":0
+    "id": "some-request-id",
+    "seatbid": [{
+      "bid": [{
+        "id": "appnexus-bid",
+        "impid": "",
+        "price": 0
+      }],
+      "seat": "appnexus-bids"
+    }],
+    "bidid": "test bid id",
+    "nbr": 0
   },
   "expectedReturnCode": 200
-}
+}
\ No newline at end of file
diff --git a/exchange/exchangetest/firstpartydata-imp-ext-multiple-bidders.json b/exchange/exchangetest/firstpartydata-imp-ext-multiple-bidders.json
index 8004c3c2646..df0e4e33ea5 100644
--- a/exchange/exchangetest/firstpartydata-imp-ext-multiple-bidders.json
+++ b/exchange/exchangetest/firstpartydata-imp-ext-multiple-bidders.json
@@ -25,9 +25,12 @@
                         "siteId": 2,
                         "zoneId": 3
                     },
+                    "data": {
+                        "keywords": "prebid server example"
+                    },
                     "context": {
                         "data": {
-                            "keywords": "prebid server example"
+                            "keywords": "another prebid server example"
                         }
                     }
                 }
@@ -57,9 +60,12 @@
                             "bidder": {
                                 "placementId": 1
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
@@ -107,9 +113,12 @@
                                 "siteId": 2,
                                 "zoneId": 3
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
diff --git a/exchange/exchangetest/firstpartydata-imp-ext-multiple-prebid-bidders.json  b/exchange/exchangetest/firstpartydata-imp-ext-multiple-prebid-bidders.json 
index 37654c454bc..ea4a980c63f 100644
--- a/exchange/exchangetest/firstpartydata-imp-ext-multiple-prebid-bidders.json 	
+++ b/exchange/exchangetest/firstpartydata-imp-ext-multiple-prebid-bidders.json 	
@@ -29,9 +29,12 @@
                             }
                         }
                     },
+                    "data": {
+                        "keywords": "prebid server example"
+                    },
                     "context": {
                         "data": {
-                            "keywords": "prebid server example"
+                            "keywords": "another prebid server example"
                         }
                     }
                 }
@@ -61,9 +64,12 @@
                             "bidder": {
                                 "placementId": 1
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
@@ -111,9 +117,12 @@
                                 "siteId": 2,
                                 "zoneId": 3
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
diff --git a/exchange/exchangetest/firstpartydata-imp-ext-one-bidder.json b/exchange/exchangetest/firstpartydata-imp-ext-one-bidder.json
index 6f0bab9529c..7e2c4b9a16d 100644
--- a/exchange/exchangetest/firstpartydata-imp-ext-one-bidder.json
+++ b/exchange/exchangetest/firstpartydata-imp-ext-one-bidder.json
@@ -20,9 +20,12 @@
                     "appnexus": {
                         "placementId": 1
                     },
+                    "data": {
+                        "keywords": "prebid server example"
+                    },
                     "context": {
                         "data": {
-                            "keywords": "prebid server example"
+                            "keywords": "another prebid server example"
                         }
                     }
                 }
@@ -52,9 +55,12 @@
                             "bidder": {
                                 "placementId": 1
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
diff --git a/exchange/exchangetest/firstpartydata-imp-ext-one-prebid-bidder.json b/exchange/exchangetest/firstpartydata-imp-ext-one-prebid-bidder.json
index c931b0b9ee3..f1977426591 100644
--- a/exchange/exchangetest/firstpartydata-imp-ext-one-prebid-bidder.json
+++ b/exchange/exchangetest/firstpartydata-imp-ext-one-prebid-bidder.json
@@ -24,9 +24,12 @@
                             }
                         }
                     },
+                    "data": {
+                        "keywords": "prebid server example"
+                    },
                     "context": {
                         "data": {
-                            "keywords": "prebid server example"
+                            "keywords": "another prebid server example"
                         }
                     }
                 }
@@ -56,9 +59,12 @@
                             "bidder": {
                                 "placementId": 1
                             },
+                            "data": {
+                                "keywords": "prebid server example"
+                            },
                             "context": {
                                 "data": {
-                                    "keywords": "prebid server example"
+                                    "keywords": "another prebid server example"
                                 }
                             }
                         }
diff --git a/exchange/utils.go b/exchange/utils.go
index 4ca02149453..0d9d0e3ced8 100644
--- a/exchange/utils.go
+++ b/exchange/utils.go
@@ -384,6 +384,10 @@ func createSanitizedImpExt(impExt, impExtPrebid map[string]json.RawMessage) (map
 		}
 	}
 
+	if v, exists := impExt[openrtb_ext.FirstPartyDataExtKey]; exists {
+		sanitizedImpExt[openrtb_ext.FirstPartyDataExtKey] = v
+	}
+
 	if v, exists := impExt[openrtb_ext.FirstPartyDataContextExtKey]; exists {
 		sanitizedImpExt[openrtb_ext.FirstPartyDataContextExtKey] = v
 	}
@@ -419,6 +423,7 @@ func extractBidderExts(impExt, impExtPrebidBidders map[string]json.RawMessage) m
 
 func isSpecialField(bidder string) bool {
 	return bidder == openrtb_ext.FirstPartyDataContextExtKey ||
+		bidder == openrtb_ext.FirstPartyDataExtKey ||
 		bidder == openrtb_ext.SKAdNExtKey ||
 		bidder == openrtb_ext.PrebidExtKey
 }
diff --git a/exchange/utils_test.go b/exchange/utils_test.go
index 1945aee1b98..f8603f18f4f 100644
--- a/exchange/utils_test.go
+++ b/exchange/utils_test.go
@@ -233,6 +233,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			description: "imp.ext.prebid - Bidders Only",
 			givenImpExt: map[string]json.RawMessage{
 				"prebid":  json.RawMessage(`"ignoredInFavorOfSeparatelyUnmarshalledImpExtPrebid"`),
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -240,6 +241,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 				"bidder": json.RawMessage(`"anyBidder"`),
 			},
 			expected: map[string]json.RawMessage{
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -249,6 +251,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			description: "imp.ext.prebid - Bidders + Other Values",
 			givenImpExt: map[string]json.RawMessage{
 				"prebid":  json.RawMessage(`"ignoredInFavorOfSeparatelyUnmarshalledImpExtPrebid"`),
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -258,6 +261,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			},
 			expected: map[string]json.RawMessage{
 				"prebid":  json.RawMessage(`{"someOther":"value"}`),
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -267,11 +271,13 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			description: "imp.ext",
 			givenImpExt: map[string]json.RawMessage{
 				"anyBidder": json.RawMessage(`"anyBidderValues"`),
+				"data":      json.RawMessage(`"anyData"`),
 				"context":   json.RawMessage(`"anyContext"`),
 				"skadn":     json.RawMessage(`"anySKAdNetwork"`),
 			},
 			givenImpExtPrebid: map[string]json.RawMessage{},
 			expected: map[string]json.RawMessage{
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -282,6 +288,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			givenImpExt: map[string]json.RawMessage{
 				"anyBidder": json.RawMessage(`"anyBidderValues"`),
 				"prebid":    json.RawMessage(`"ignoredInFavorOfSeparatelyUnmarshalledImpExtPrebid"`),
+				"data":      json.RawMessage(`"anyData"`),
 				"context":   json.RawMessage(`"anyContext"`),
 				"skadn":     json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -289,6 +296,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 				"bidder": json.RawMessage(`"anyBidder"`),
 			},
 			expected: map[string]json.RawMessage{
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -299,6 +307,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			givenImpExt: map[string]json.RawMessage{
 				"anyBidder": json.RawMessage(`"anyBidderValues"`),
 				"prebid":    json.RawMessage(`"ignoredInFavorOfSeparatelyUnmarshalledImpExtPrebid"`),
+				"data":      json.RawMessage(`"anyData"`),
 				"context":   json.RawMessage(`"anyContext"`),
 				"skadn":     json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -308,6 +317,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			},
 			expected: map[string]json.RawMessage{
 				"prebid":  json.RawMessage(`{"someOther":"value"}`),
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
@@ -317,6 +327,7 @@ func TestCreateSanitizedImpExt(t *testing.T) {
 			description: "Marshal Error - imp.ext.prebid",
 			givenImpExt: map[string]json.RawMessage{
 				"prebid":  json.RawMessage(`"ignoredInFavorOfSeparatelyUnmarshalledImpExtPrebid"`),
+				"data":    json.RawMessage(`"anyData"`),
 				"context": json.RawMessage(`"anyContext"`),
 				"skadn":   json.RawMessage(`"anySKAdNetwork"`),
 			},
diff --git a/openrtb_ext/request.go b/openrtb_ext/request.go
index b2bb25e7401..f673c737eab 100644
--- a/openrtb_ext/request.go
+++ b/openrtb_ext/request.go
@@ -5,7 +5,10 @@ import (
 	"errors"
 )
 
-// FirstPartyDataContextExtKey defines the field name within request.ext reserved for first party data.
+// FirstPartyDataExtKey defines a field name within request.ext and request.imp.ext reserved for first party data.
+const FirstPartyDataExtKey = "data"
+
+// FirstPartyDataContextExtKey defines a field name within request.ext and request.imp.ext reserved for first party data.
 const FirstPartyDataContextExtKey = "context"
 
 // SKAdNExtKey defines the field name within request.ext reserved for Apple's SKAdNetwork.