Until recently, the third-party cookie was king. Brands used third-party cookies to track website visitors and collected hordes of data that helped them target ads to the right audience. But as consumers increasingly demanded greater transparency around data, the third-party cookie crumbled under the pressure. Add the element of data privacy regulations such as GDPR, coupled with third-party cookie phaseouts by Apple, Google and Mozilla, and brands are wondering how they will acquire the data necessary to target and measure consumer behavior.
The answer is simple: Consumers will simply give it to them, provided they get the right value for their zero-party data.
Defining zero-party data for brand advertisers
Zero-party data is personal information that customers proactively share, and in many ways, it’s more valuable than first- and third-party data.
By comparison, first-party data is what brands collect when consumers land on their website — it’s all the behavioral details and
Article source: https://www.glossy.co/sponsored/how-zero-party-data-is-defining-the-future-of-customer-loyalty-and-advertiser-success/
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