Zero party data is a type of data that is intentionally and proactively shared by customers or users with a company or brand. This data is provided directly by the customer, and can include information such as personal preferences, interests, and intentions.

Unlike first-party data, which is collected by a company based on customer interactions with the brand, zero party data is explicitly and intentionally provided by the customer. This can include data collected through surveys, quizzes, preference centers, or other interactive experiences.

Zero party data is often considered to be the most valuable type of data for companies, as it is based on direct customer input and can provide valuable insights into their interests and preferences. By using zero party data, companies can create more personalized and relevant experiences for their customers, which can improve customer satisfaction and loyalty.

In a cookieless world, zero party data will become even more important for companies, as it can help them to build stronger relationships with their customers without relying on traditional tracking methods such as cookies. Companies that are able to collect and use zero party data effectively will be better positioned to understand and engage with their customers in a privacy-friendly way.