What is zero-party data?
Zero-party data is information a customer intentionally and proactively shares with a brand. It includes preferences set in an account, answers to a style or product quiz, communication choices in a preference center, survey responses, and stated plans, such as an upcoming move or a gift purchase.
The difference from other first-party data is how it's collected. Most first-party data is observed: a business sees what someone clicked or bought. Zero-party data is declared: the customer says it.
How is zero-party data collected?
| Method | What customers share | What they get in return |
|---|---|---|
| Quizzes and product finders | Needs, tastes, sizes | Better recommendations |
| Preference centers | Topics, channels, frequency | Communication they actually want |
| Surveys and polls | Opinions, priorities, plans | A voice in what the brand does |
| Account and loyalty profiles | Birthdays, interests, household details | Personalized offers and rewards |
The common thread is a fair exchange. People share when the reason is clear and the benefit comes back to them.
What is an example of zero-party data?
A skincare quiz
A beauty brand offers a short quiz about skin type, concerns, and routine. Shoppers who finish it get a personalized regimen.
The brand now knows each shopper's stated needs, which no amount of browsing data would reveal as clearly, and uses those answers to tailor product suggestions and email content.
Zero-party data vs. first-party data
| Zero-party data | Observed first-party data | |
|---|---|---|
| How it's gathered | The customer tells the brand | The brand records what the customer does |
| Examples | Preferences, quiz answers, stated plans | Purchases, page views, email clicks |
| What it reveals best | Intent, motivation, and context | Actual behavior |
| Main limitation | Can be incomplete or go out of date | Shows what, not always why |
| Best use | Together, each fills the other's gaps | Together, each fills the other's gaps |
Why does zero-party data matter?
As third-party tracking weakens, brands rely more on data customers give them directly. Zero-party data adds the part behavior can't show: what a customer wants next.
- Clearer intent. Stated preferences remove guesswork from personalization.
- Built on trust. Customers choose to share it, which supports privacy-first practices.
- Stronger first-party foundation. Combined with observed behavior, it gives a fuller picture of each customer.
- A reason to stay current. Preferences change, so the best programs ask again over time.
How does Alli do this?
Alli by PMG doesn't collect zero-party data from customers directly. Brands gather it on their own sites, apps, and programs. Alli helps with the first-party data around it, getting those signals to ad platforms and next to media data.
Alli Audience Gateway sends first-party conversion and audience signals from a brand's site to ad platforms server-to-server, from one managed implementation. Alli Datasources brings first-party systems like Salesforce and Adobe in next to media data, and Alli Audience Planner can start a Live Persona from a brand's first-party insights.
Explore Alli Audience GatewayZero-party data FAQ
What are examples of zero-party data?
Preferences in an account or preference center, quiz and survey answers, stated purchase plans, product interests, birthdays shared for rewards, and chosen communication channels.
Is zero-party data the same as first-party data?
It's closely related. Zero-party data is information a customer deliberately shares, while other first-party data is observed from behavior. Many teams treat zero-party data as a declared subset of first-party data.
How do you collect zero-party data?
Through interactive experiences that give customers something in return, such as quizzes, preference centers, surveys, and loyalty profiles.
Is zero-party data more reliable than behavioral data?
It's better at revealing intent, but it can be incomplete or go out of date. It works best combined with observed first-party behavior.
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