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What is Zero-Party Data? : Zero vs First-Party Data [Video]

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Global Marketing Strategies

Published on November 17, 2022

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Last modified on March 5, 2024

Lately, you may have heard the term zero-party data thrown around. It’s become quite the hot topic in today’s advertising industry. But what is zero-party data really, why is it so popular, and is it really all that different from first-party data? We have all those answers and more to kick off the first edition of our newest series, Lotame’s Now You Know.

What is Zero-Party Data: The Origin

In order to understand exactly what zero-party data is, let’s explore the history of the term. Coined by Forrester Research in 2018, zero-party data is defined as, “data that a customer intentionally and proactively shares with a brand.” 

Hmm, sounds a bit like first-party data, doesn’t it? That’s because it is! Zero-party data is essentially a subset of first-party data. Before the term was even invented, it was indeed thought of as first-party data. 

So why is this important? Like …

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