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# Zero-Party Data
- URL: https://www.adlingo.org/glossary/zero-party-data/
- Published: 2025-01-15T09:01:00.000Z
- Updated: 2025-01-15T09:01:00.000Z
- Description: Data that a customer intentionally and proactively shares with a brand, often through surveys, preferences, or profile information.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

Data the customer gives you deliberately. Not behavioral inference, not purchase history extrapolation. Explicit preferences, stated interests, self-reported needs. Quizzes, preference centers, interactive content, direct questions. The signal quality is high because there's no inference involved. The collection challenge is that it requires an exchange of value: the customer shares something, and your brand has to offer something worth the disclosure. Brands that have built zero-party data collection into their owned channels have a durable asset. Brands still relying on third-party inference are rebuilding on borrowed time.