Zero-Party Data is information that customers intentionally and proactively share with a brand—such as preferences, interests, purchase intentions, and personal context. It’s collected through quizzes, surveys, preference centers, or account settings. Unlike inferred data, zero-party data is fully consent-based, making it highly accurate and privacy-friendly. Brands use it to deliver deeply personalized experiences, improve product recommendations, and build trust in a privacy-first digital landscape.
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