diff --git a/modules/pulsepointBidAdapter.js b/modules/pulsepointBidAdapter.js
index 52931be0078..25f82fb60d9 100644
--- a/modules/pulsepointBidAdapter.js
+++ b/modules/pulsepointBidAdapter.js
@@ -153,6 +153,8 @@ function bidResponseAvailable(request, response) {
  * Produces an OpenRTBImpression from a slot config.
  */
 function impression(slot) {
+  var firstPartyData = slot.ortb2Imp?.ext || {};
+  var ext = Object.assign({}, firstPartyData, slotUnknownParams(slot));
   return {
     id: slot.bidId,
     banner: banner(slot),
@@ -160,7 +162,7 @@ function impression(slot) {
     tagid: slot.params.ct.toString(),
     video: video(slot),
     bidfloor: bidFloor(slot),
-    ext: ext(slot),
+    ext: Object.keys(ext).length > 0 ? ext : null,
   };
 }
 
@@ -209,7 +211,7 @@ function video(slot) {
 /**
  * Unknown params are captured and sent on ext
  */
-function ext(slot) {
+function slotUnknownParams(slot) {
   const ext = {};
   const knownParamsMap = {};
   KNOWN_PARAMS.forEach(value => knownParamsMap[value] = 1);
@@ -330,14 +332,16 @@ function site(bidRequests, bidderRequest) {
   const pubId = bidRequests && bidRequests.length > 0 ? bidRequests[0].params.cp : '0';
   const appParams = bidRequests[0].params.app;
   if (!appParams) {
-    return {
+    // use the first party data if available, and override only publisher/ref/page properties
+    var firstPartyData = bidderRequest?.ortb2?.site || {};
+    return Object.assign({}, firstPartyData, {
       publisher: {
         id: pubId.toString(),
       },
       // TODO: does the fallback make sense here?
       ref: bidderRequest?.refererInfo?.ref || window.document.referrer,
       page: bidderRequest?.refererInfo?.page || ''
-    }
+    });
   }
   return null;
 }
@@ -406,7 +410,8 @@ function adSize(slot, sizes) {
  * an openrtb User object.
  */
 function user(bidRequest, bidderRequest) {
-  var ext = {};
+  var user = bidderRequest?.ortb2?.user || { ext: {} };
+  var ext = user.ext;
   if (bidderRequest) {
     if (bidderRequest.gdprConsent) {
       ext.consent = bidderRequest.gdprConsent.consentString;
@@ -418,7 +423,7 @@ function user(bidRequest, bidderRequest) {
       ext.eids = eids;
     }
   }
-  return { ext };
+  return user;
 }
 
 /**
diff --git a/test/spec/modules/pulsepointBidAdapter_spec.js b/test/spec/modules/pulsepointBidAdapter_spec.js
index 4426c91e1ec..825b3abf432 100644
--- a/test/spec/modules/pulsepointBidAdapter_spec.js
+++ b/test/spec/modules/pulsepointBidAdapter_spec.js
@@ -795,4 +795,127 @@ describe('PulsePoint Adapter Tests', function () {
     expect(ortbRequest.imp[0].video.minbitrate).to.equal(200);
     expect(ortbRequest.imp[0].video.protocols).to.eql([1, 2, 4]);
   });
+  it('Verify user level first party data', function () {
+    const bidderRequest = {
+      refererInfo: {
+        page: 'https://publisher.com/home',
+        ref: 'https://referrer'
+      },
+      gdprConsent: {
+        gdprApplies: true,
+        consentString: 'serialized_gpdr_data'
+      },
+      ortb2: {
+        user: {
+          yob: 1985,
+          gender: 'm',
+          ext: {
+            data: {
+              registered: true,
+              interests: ['cars']
+            }
+          }
+        }
+      }
+    };
+    let request = spec.buildRequests(slotConfigs, bidderRequest);
+    let ortbRequest = request.data;
+    expect(ortbRequest).to.not.equal(null);
+    expect(ortbRequest.user).to.not.equal(null);
+    expect(ortbRequest.user).to.deep.equal({
+      yob: 1985,
+      gender: 'm',
+      ext: {
+        data: {
+          registered: true,
+          interests: ['cars']
+        },
+        consent: 'serialized_gpdr_data'
+      }
+    });
+  });
+  it('Verify site level first party data', function () {
+    const bidderRequest = {
+      refererInfo: {
+        page: 'https://publisher.com/home',
+        ref: 'https://referrer'
+      },
+      ortb2: {
+        site: {
+          content: {
+            data: [{
+              name: 'www.iris.com',
+              ext: {
+                segtax: 500,
+                cids: ['iris_c73g5jq96mwso4d8']
+              }
+            }]
+          },
+          page: 'http://pub.com/news',
+          ref: 'http://google.com'
+        }
+      }
+    };
+    let request = spec.buildRequests(slotConfigs, bidderRequest);
+    let ortbRequest = request.data;
+    expect(ortbRequest).to.not.equal(null);
+    expect(ortbRequest.site).to.not.equal(null);
+    expect(ortbRequest.site).to.deep.equal({
+      content: {
+        data: [{
+          name: 'www.iris.com',
+          ext: {
+            segtax: 500,
+            cids: ['iris_c73g5jq96mwso4d8']
+          }
+        }]
+      },
+      page: 'https://publisher.com/home',
+      ref: 'https://referrer',
+      publisher: {
+        id: 'p10000'
+      }
+    });
+  });
+  it('Verify impression/slot level first party data', function () {
+    const bidderRequests = [{
+      placementCode: '/DfpAccount1/slot1',
+      mediaTypes: {
+        banner: {
+          sizes: [[1, 1]]
+        }
+      },
+      bidId: 'bid12345',
+      params: {
+        cp: 'p10000',
+        ct: 't10000',
+        extra_key1: 'extra_val1',
+        extra_key2: 12345
+      },
+      ortb2Imp: {
+        ext: {
+          data: {
+            pbadslot: 'homepage-top-rect',
+            adUnitSpecificAttribute: '123'
+          }
+        }
+      }
+    }];
+    let request = spec.buildRequests(bidderRequests, bidderRequest);
+    let ortbRequest = request.data;
+    expect(ortbRequest).to.not.equal(null);
+    expect(ortbRequest.imp).to.not.equal(null);
+    expect(ortbRequest.imp).to.have.lengthOf(1);
+    expect(ortbRequest.imp[0].ext).to.not.equal(null);
+    expect(ortbRequest.imp[0].ext).to.deep.equal({
+      prebid: {
+        extra_key1: 'extra_val1',
+        extra_key2: 12345
+      },
+      data: {
+        pbadslot: 'homepage-top-rect',
+        adUnitSpecificAttribute: '123'
+      }
+    });
+  });
 });