While the demise of cookies may have expedited the shift to zero-party data, consumer demand is driving its adoption. Privacy and personalization are key concerns for consumers, and zero-party data delivers both.
Typically obtained through interactive experiences, opt-in forms, or consumer surveys, zero-party data comes directly from consumers. It can include explicit information, such as purchase history and preferences, and implicit information inferred through behaviors and interactions.
As zero-party data is provided voluntarily, it affords marketers an unrestricted view of consumer needs and preferences, facilitating long-term relationships and loyalty.
Zero-Party Data Optimizes DSP Performance
For digital media buyers using programmatic demand-side platforms (DSPs) such as MediaMath, The Trade Desk, and Google DV360, zero-party data is a game changer. These platforms rely on data to inform targeting and optimization decisions, and zero-party data provides a more nuanced and relevant understanding of consumers.
For example, a digital media buyer using a DSP may target a specific audience segment based on third-party data indicating a certain affinity level for a particular product or service. Zero-party data, however, offers a self-reported accounting of an individual's interests and preferences, allowing the buyer to create more personalized and effective campaigns.
Alternative to Third-Party Cookies
In addition to its benefits for targeting and optimization, zero-party data can also help digital marketers overcome the challenges posed by the phasing out of third-party cookies by 2024. Businesses must find alternative ways to gather and use audience data. Since zero-party data is obtained directly from consumers and can be used with their explicit consent, it provides a more privacy-sensitive and sustainable solution than its predecessor.
Zero-Party Data Collection
Digital media buyers can leverage zero-party data in various ways, such as creating interactive experiences or opt-in forms on their websites or social media channels. Through these tools, explicit information like purchase history and preferences can be collected, as well as implicit information inferred from behaviors and interactions.
Another option is to use marketing automation tools that allow businesses to collect zero-party data through email opt-ins and other direct communication with customers. Marketers can use these tools to segment and analyze zero-party data to better understand their audience and tailor their marketing efforts accordingly.
Zero-party data is the future. By putting consumers back into the equation instead of just focusing on their digital breadcrumbs, digital media buyers and marketers can usher in a new era of personalization resulting in more effective campaigns and increased brand loyalty. In the wake of the highly anticipated end of cookies, embracing zero-party data now and incorporating it into targeting and optimization strategies gives digital media buyers the tools to position themselves for success in a post-cookie world.
If there is enough support for it, is there?