What is zero-party data?
Zero-party data is information that a consumer intentionally and proactively shares with a brand — through preference centers, surveys, quizzes, loyalty program enrollment, or explicit opt-ins. Unlike first-party data, which is inferred from observed behavior, zero-party data is given directly by the consumer. It is the most explicit form of consent in the data ecosystem, making it highly valuable in a privacy-first advertising environment.
Zero-party data vs. first-party data
First-party data is collected through a brand's own interactions with consumers — website visits, purchase history, app activity. Zero-party data is shared voluntarily and directly — a consumer telling a brand their preferences, interests, or intentions. Both are privacy-safe and owned by the brand; zero-party data is simply more explicit and consent-forward.
Why zero-party data matters for commerce media
As third-party cookies deprecate and privacy regulations tighten, zero-party data collected through loyalty programs, post-transaction surveys, and opt-in experiences represents a durable, consent-rich foundation for personalization — one that does not depend on third-party infrastructure or tracking.