What is Zero-Party Data?

Zero-party data is data that a customer voluntarily shares with a brand. Unlike first-party data which is data about a customer collected by a company or third-party data which is data that is purchased from an outside company, zero-party data is intentionally given to a source and is not shared outside that source. This type of data is important because it shows that a customer trusts the brand enough to provide them with meaningful data. It also allows the brand to understand their customers intentions instead of inferring what their customers want.

Examples of zero-party data include any data that a customer explicitly provides such as preferences of the type of content they want to receive, what things they are interested in, and customized account settings.