With the impending death of third-party cookies (now set for 2023) and privacy laws around data collection becoming ever stricter, companies and brands are looking to find a more transparent way to collect customer information.
Although first-party data remains a useful tool for measuring shopper behaviour while on your site, it is not enough for data-hungry strategists.
So, what else is there? Well, that’s the million-dollar-question. The answer given by many experts – including Hunter Jensen, CTO of Permission.io, in a piece for the Drum’s Data Deep Dive – is zero-party data. And this zero isn’t about eliminating trust, it is in fact designed to restore it.
Because in this scenario, the customer is in control of how much personal information they share and how it’s used, offering full consent and transparency.