Zero-Party Data and Brands – How Marketers are Continually Navigating Privacy Crackdowns
Instead of relying on third parties to discretely gather datasets, identify people and track their habits online and in real life, zero-party data is when a brand straight-up asks a customer for data. It is collected through prompts like online quizzes and greeting people on a website, app or in an ad.
Brands think they have found the answer to the big data problem hounding digital marketing, as regulations and privacy policies confound other means of collecting consumer information, and the answer is: zero-party data.
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