Zero-Party, First-Party and Third-Party Data: What’s the Difference?
Summary
Strong regulations such as the EU’s GDPR help protect personal data and fine organizations that don’t follow the rules or try to bypass them. In the future, brands will need to focus on zero-party data to develop dependable, individualized connections with their customers as consumers’ privacy awareness grows. • Data about which pages the user has browsed, videos they’ve watched, and other content interactions, which is often collected by website and mobile app analytics. For instance, companies operating in the programmatic advertising industry use first-party data, such as an email address from a CRM or CDP to generate an universal ID. The agency and the hotel chain could exchange information and show ads to similar groups of customers, or one of them could hand over the data so the other could target the campaigns to a specific audience.
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