Zero-Party Data in a Cookieless World
Last Updated: February 23, 2022
While the future of third-party data is unclear, one thing that’s for certain is zero-party data is here to stay. Not only is this data higher in quality, but there’s more of it. This allows organizations to take the guesswork out of identifying target audiences while providing trust and transparency to their users.
Zero Party Data & The Differences
There are four different data types organizations collect and utilize to perform and measure their marketing efforts. They do however have one thing in common – the collection and storage of consumers’ personal information for more targeted campaigns – they mainly differ in how that data collection takes place.
Here’s the difference between zero-, first-, second-, and third-party data:
- Zero-Party Data: Zero-Party data is usually considered a subset of first-party data. It is directly provided by consumers, typically addressing communication preferences.
- First-Party Data: Similar to zero-party data, first-party data originates directly from consumers. It might be collected to support a transaction or as a support or service requirement.
- Second-Party Data: Second-Party data usually refers to someone else’s first-party data. Some activities that fall under this category are purchasing data from another organization or sharing data through a partnership.
- Third-Party Data: Third-Party Data is collected from a variety of sources. Categories of data include behavioral data, advertising data, browsing data, etc. Most times, third-party cookie tracking collects this data – causing the future of a cookieless world.
What Does This Mean For Me?
Zero-Party data is the best option for organizations that want to maintain quality marketing efforts such as audience targeting while earning consumer trust through transparency. Capture your audiences’ intentions, interests, motivations, and preferences at scale to allow your brand to create a truly personalized experience for each customer.
Get started today with a free website scan to uncover all hidden cookies and other tracking technologies and categorize them according to data type. Then begin collecting zero-party data by setting up a cookie banner and preference center where consumers can update their preferences and opt into data collection.