State-of-Martech-2023-24—Guide - Transparent - Cover

The State of Martech & Marketing Operations 2023/24

With marketing technology now central to marketing strategy, CMOs face a number of challenges as they look to improve the customer experience. 

These challenges involve finding the right skills and knowledge to improve martech maturity, proving ROI of martech investment, tech selection, and keeping up with a changing technology landscape. 


What is the Difference Between First- and Zero-Party Data?

digital transformation course with tom goodwin

Partner Content


What is the difference between first- and zero-party data?  As third-party cookies are phased out, you’re likely hearing more and more talk about first-party data. And if you’re in the marketing and publisher worlds, then you’ve also probably heard of zero-party data 

So, what’s the difference between first- and zero-party data? More importantly, what should marketers and publishers be focusing on? Let’s start by defining each of these terms.  

First-party data is data collected directly from your audience, as opposed to being acquired and sent to you by a third-party. These details are a clear reflection of your audience. A few places you might collect this type of data from include:  

  • Website and app analytics  
  • Your CRM  
  • Social media profiles    
  • Subscription-based emails or products   
  • Surveys  
  • Customer feedback   

Zero-party data is data that your customers intentionally share with you. This  can include purchase intentions, personal context, communication preferences, and how the individual wants the brand to recognize them. The best way to collect zero-party data is to ask for information in exchange for something of value to the customer. This could be through a survey, customized product recommendations, or a free resource such as an eBook. 

The main difference between first-party data and zero-party data is that collecting zero-party data solicits a direct interaction from your audience. On the other hand, first-party data gives you insights from analytics and user behaviors. 

The collection of zero-party data presents a real opportunity for brands to run more effective campaigns by collecting data from the source–all while building trust and transparency with their consumer base. While first-party data provides insight into your audience but doesn’t necessarily build trust between brands and consumers.  

Which one should you focus on? That depends on your business goals and marketing strategy. OneTrust PreferenceChoice can help you align your marketing strategy and data collection to optimize your user’s personalized experience.  

To learn more about how preference management can help you collect and manage first- and zero-party data, connect with a OneTrust team member for a personalized demo.  

Not enough good, good OneTrust content for you? Then check out their webinar 'Trust is the New Currency: The Value of First-Party Data Capture' at this years #MarTechFest Dial Up! Click here to find out more! Yeah you. Click it. 👈

#MTF - Main banner - Copy