User:Jcupborg/sandbox

Zero-party data is data that a person shares intentionally and proactively with another party. Typically, it is used in online business discussions to describe data that a customer willingly selects, types, or otherwise indicates to a brand on their own brand properties.

It usually includes information that can be expressly used to help a customer more quickly find a solution from among a list or set; such as personal preferences like style, budget, skin tone, hair type, or values. It can also include personal characteristics such as skin tone, hair style, size, and more.

Typically the data can be hard to infer from traditional sources such as behavior data like clicks and search queries.

Zero-party data is a subset of first-party data because it still falls under the umbrella collected by the company on it's own property. However, zero-party data is an important subset in the context of recent changes in privacy laws like GDPR that clearly require consent to be given and tracked for personal data.

Consent
Zero-party data also alleviates concerns around cookies and tracking because of the explicit consent of the persons actions in giving the data willingly to a brand.

History
The term is believed to have originated in 2018 in a Forrester Analyst article on Consumer Data types.