It is comparatively better at handling explicit consent than first party data.
This article introduces zero party data and highlights the benefits of its usage. Zero party data becomes relevant as the industry moves away from most commonly-used data types.
Rather than providing implied preferences which first party data does, zero party data provides marketers with explicit consumer preferences. It is also better at handling explicit consent as it lends companies the assurance needed in processing potentially sensitive data.
Usage of zero party data ensures that consumers will be engaged when targeted. It also provides greater clarity and accuracy of preferences. This ultimately allows brands to develop personal and direct relationships with them.
[3 minute read]