Zero-Party Data: What It Is and Why Marketers Should Care

Global privacy regulations, the death of the third-party cookie, and ad-blocking have changed the landscape of marketing and data privacy. To respond to these changes, marketers are transitioning to zero-party data, which is data that comes directly from customers. This is a subset of first-party data and is often used to address communication preferences. Second-party data is usually someone else’s first-party data, while third-party data is collected from a variety of sources.

As consumers become more aware of cookie tracking, third-party data has become less effective and caused a knowledge gap between marketers and their customers. Zero-party data presents an opportunity to build trust and transparency with customers while providing better quality data. It also allows marketers to personalize campaigns and create a truly personalized experience for each customer.

To begin collecting zero-party data, companies need to develop a preference management strategy and create a trust center. Comprehensive solutions are available for marketers and publishers to manage the consent, preferences, and first-party data of their customers.