Zero-party data refers to information that customers intentionally and proactively share with a brand. This can include preferences, purchase intentions, personal context, or how they want to be communicated with. Unlike inferred data, this type is voluntarily provided—making it highly accurate and privacy-compliant.
It differs from first-party data, which is collected through user behavior (like clicks or purchases), because zero-party data is explicitly given rather than observed.
As privacy laws tighten and third-party cookies fade out, zero-party data has emerged as a cornerstone of personalized marketing. Users are more willing to share details when they understand how it benefits them—and when transparency is built into the exchange.
This type of data builds trust while allowing brands to deliver relevant messaging, offers, and experiences.
Examples of zero-party data collection include:
Zero-party data supports a more transparent and user-driven approach to targeting. It improves:
It also gives brands a clearer understanding of what customers want—without guesswork.
Understanding the difference between zero and first-party data helps marketers build smarter, consent-based campaigns.
1. What is zero-party data? Zero-party data is data users willingly provide, such as preferences, intentions, and feedback, used to personalize marketing.
2. How is zero-party data collected? It’s gathered via tools like quizzes, forms, chatbots, and surveys where users voluntarily share info.
3. What is the difference between zero and first-party data? Zero-party data is intentionally provided by the user; first-party data is collected based on observed behavior.
4. Why is zero-party data important for marketing? It allows for privacy-compliant personalization and helps brands deliver better experiences through accurate insights.
5. Is zero-party data more accurate? Yes—since it’s shared directly by the user, it reflects real preferences rather than assumed interests.
