Zero-Party Data
By the AdFlint research team · Last reviewed July 2026
Information a customer deliberately and proactively gives you, such as stated preferences, quiz answers, or profile settings, rather than observed behavior.
The distinction from first-party data is intent: nobody inferred it from behavior, the person typed it in knowing why you asked. Preference centers, onboarding quizzes, and post-purchase surveys are the usual collection points. It is unusually reliable for segmentation and creative personalization. Two cautions: people misstate preferences, and the term is a marketing coinage rather than a legal category, so it carries no special regulatory status.
Zero-Party Data compared with
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