Zero-Party Data

What Is Zero-Party Data in Native Advertising?

Zero-party data is information intentionally and proactively shared by consumers with a brand. Unlike third-party or inferred data, zero-party data comes directly from users through surveys, preference centres, quizzes, or account settings.

Examples of Zero-Party Data

Preference Surveys: Users select content topics they are interested in receiving.
Interactive Quizzes: Brands collect audience insights through personalised quizzes.
Subscription Settings: Customers specify communication preferences and interests.

Key Points about Zero-Party Data

• Provides highly accurate audience insights.
• Supports personalisation and improved targeting.
• Plays an important role in a privacy-focused advertising landscape.

Zero-Party Data Best Practices

• Clearly explain why data is being collected.
• Offer value in exchange for user information.
• Use collected data responsibly and transparently.

Considerations

• Requires audience trust and willingness to share information.
• Data collection methods should comply with privacy regulations.
• Limited participation can reduce data scale.