Against this backdrop, a new class of data has captured marketers’ attention: zero‑party data. This article examines what zero‑party data is, why it has become essential in 2025, how it differs from first‑ and third‑party data, and how marketers can build trust and deliver value by collecting it ethically. Insights come from recent research and case studies from Salesforce, Forrester, SmartBrief and other industry sources.
### What is zero‑party data?
Marketers traditionally rely on *first‑party data* collected through customer interactions—website visits, purchase history, app usage, email engagement—or *third‑party data* purchased or inferred from external sources【623822493982808†L46-L58】. Zero‑party data occupies a different category. Coined by Forrester Research, the term refers to **data that a customer intentionally and proactively shares with a brand**【623822493982808†L60-L66】. It encompasses preference center data, purchase intentions, personal context and indications of how the customer wants to be recognized by the brand【623822493982808†L60-L66】.
Unlike other data types, zero‑party data is explicit. The CMO Alliance explains that **zero‑party data is information that a customer intentionally and proactively shares with you**【254355097779250†L202-L207】, and therefore it is highly accurate because it is self‑reported【254355097779250†L220-L222】. Examples include survey responses, quizzes and assessments, social media polls and feedback forms【254355097779250†L208-L215】. Because customers volunteer this information, it reflects their immediate preferences and intentions rather than inferred signals.
Forrester’s Fatemeh Khatibloo famously described zero‑party data as “gold,” noting that when a customer trusts a brand enough to provide meaningful data, the brand does not have to infer what the customer wants【623822493982808†L78-L83】. This trust element differentiates zero‑party data from first‑party data collected passively; it is built on a clear value exchange.
### Why zero‑party data matters in 2025
Third‑party cookies have long allowed advertisers to track users across the web. As browsers like Chrome adopt stronger privacy controls, marketers can no longer depend on external data to target and personalize campaigns【804269100863453†L56-L65】. Building direct relationships through first‑ and zero‑party data becomes critical.
SmartBrief reports that **77 percent of marketers are actively investing in first‑party data and 15 percent plan to begin within the next year**【804269100863453†L74-L81】. However, first‑party data alone is insufficient because it is inferred from behavior. To truly understand preferences and intent, brands must encourage customers to volunteer information. Consumers are open to this exchange when there is transparency and value: **60 percent will share data if they know how the brand plans to use it, and 63 percent will share if they receive a clear benefit**【804269100863453†L92-L96】. Zero‑party data meets this requirement by soliciting information through surveys, quizzes and preference centers.
Privacy regulations amplify the need for consent‑based data collection. The General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA) and similar laws require explicit consent and mandate transparency about data use. Salesforce notes that zero‑party data complies with these regulations because customers willingly provide it and understand its purpose【254355097779250†L244-L249】. As third‑party cookies vanish, brands that prioritize voluntary data collection will be better positioned to personalize experiences while maintaining compliance.
### The benefits of zero‑party data
Zero‑party data offers multiple advantages for marketers and customers alike:
* **Better personalization and customer experience.** Because the data is self‑reported, it eliminates guesswork. The CMO Alliance highlights that zero‑party data allows marketers to tailor content, recommendations and experiences based on customers’ input【254355097779250†L220-L226】. Netflix, for example, asks users about their genre preferences and uses this information to personalize content suggestions【254355097779250†L228-L229】. French skincare brand Typology invites customers to take a diagnostic test to determine skin type and provides personalized product recommendations【254355097779250†L233-L240】. These examples show how voluntary data yields highly relevant experiences.
* **Regulations‑compliant.** Zero‑party data reduces reliance on tracking cookies and aligns with privacy laws. The CMO Alliance notes that because zero‑party data is willingly shared, it complies with GDPR and CCPA【254355097779250†L244-L249】. Being transparent about data collection builds trust and long‑term loyalty【254355097779250†L251-L253】.
* **Lower customer acquisition costs (CAC).** With accurate insights into preferences, marketers can focus spend on high‑intent segments. The CMO Alliance cites Mockingbird, a stroller company that asks customers when their baby is due at email sign‑up, allowing it to send timely, relevant emails. This approach leads to lower CAC and higher engagement【254355097779250†L263-L267】. Zero‑party data allows similar efficiency gains across industries.
* **More meaningful customer relationships.** Zero‑party data fosters dialogue and makes customers feel heard. Typology uses diagnostic quizzes; Starbucks’ loyalty program tailors offers based on favorite drinks【254355097779250†L279-L280】. Such initiatives deepen relationships and encourage repeat purchases. Customers benefit from more relevant offers and greater control over how their data is used【254355097779250†L284-L288】.
### Building a zero‑party data strategy
Collecting zero‑party data requires careful planning and a clear value exchange. The CMO Alliance proposes a structured strategy【254355097779250†L296-L334】:
1. **Define your data goals.** Before asking for data, determine which insights you need—such as preferences, product interests or intentions—and how you will use them. Explain the benefit to the customer, whether it’s personalized recommendations, exclusive offers or quicker support.
2. **Create engaging data‑collection points.** Encourage customers to share information through interactive experiences like surveys, quizzes and assessments. Loyalty programs can offer tailored perks in exchange for preferences, while account profiles let users update their settings over time【254355097779250†L303-L313】. Ensure data requests are short and purposeful to avoid fatigue.
3. **Activate and use the data.** Once collected, immediately apply it to improve the customer experience. Personalize website content, email campaigns and product recommendations【254355097779250†L315-L322】. Use zero‑party data alongside first‑party behavioral data to build a holistic customer view.
4. **Prioritize transparency.** Let customers know why you are collecting data, how it will be used and what value they will receive. Provide easy opt‑in and opt‑out mechanisms and honor their preferences【254355097779250†L324-L329】. Transparency strengthens trust and encourages continued data sharing.
5. **Optimize and test.** As with any marketing tactic, continuously measure engagement, conversion and satisfaction. Experiment with different data‑collection methods and messaging to determine what resonates【254355097779250†L330-L334】. Share results internally to refine your strategy.
### Ethical considerations and trust
Zero‑party data is built on trust. Salesforce’s Khatibloo emphasizes that when customers voluntarily share information, it means they trust the brand enough to provide meaningful data【623822493982808†L78-L83】. Brands must honor that trust by delivering value and respecting privacy. SmartBrief notes that marketers must be “very clear about value exchange”—for instance, offering discounts or unique experiences in return for data【804269100863453†L87-L90】. Consumers want to know what will happen with their data and how it benefits them【804269100863453†L92-L96】.
Marketers should ensure data security and compliance with regulations. Storing information securely, partnering only with vendors who value privacy and using data solely for the benefit of the consumer are essential practices【804269100863453†L109-L116】. Transparency, consent and clarity about data use should guide every interaction.
Moreover, brands must balance personalization with respect for consumers’ time and attention. Over‑solicitation can erode trust and lead to opt‑outs. Effective zero‑party data strategies ask only for information that will be used and provide value immediately. For example, if a website asks for favorite colors to personalize the interface, it should not subsequently show a different color scheme【623822493982808†L119-L124】.
### Conclusion
As third‑party cookies fade and privacy regulations strengthen, marketers must pivot to more sustainable forms of data collection. Zero‑party data—information willingly shared by customers—provides a path forward. It offers accurate insights into preferences and intent, enables personalized experiences, reduces customer acquisition costs and ensures compliance with privacy laws. Successful zero‑party data strategies rely on a transparent value exchange and respect for customer choices. When brands ask for only what they need, explain how the information will be used and deliver value in return, customers are more likely to share and continue sharing【804269100863453†L92-L96】.
The future of marketing will belong to brands that build trust through privacy‑centric practices. By combining zero‑party data with first‑party behavioral insights, companies can create experiences that delight customers and stand out in an increasingly privacy‑conscious landscape. In 2025 and beyond, the “gold” of zero‑party data【623822493982808†L78-L83】 will belong to organizations that put customers first.
