Zero-party data refers to the information individuals willingly and proactively provide to companies or brands about themselves, their preferences, and their interests. The name “zero-party” data originates from individuals who actively and voluntarily share it, bypassing traditional data collection methods and third-party intermediaries.

Unlike first-party data, generated through user interactions with a company’s owned channels (e.g., website visits, app usage), zero-party data goes beyond basic behavioral data and includes explicit and intentional information users provide. Examples of zero-party data include survey responses, preference settings, subscription preferences, feedback, purchase intentions, and personalization choices shared through interactive experiences or direct interactions.

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