Most brands probably look at the era of wanton and unabashed data collection very nostalgically because of the fact that this is the sort of thing that could potentially end up helping them ignore the new reality that they are facing.
Between Apple’s App Tracking Transparency feature and numerous data collection and privacy regulations being implemented in European countries, brands are having a tough time getting access to data that they had become rather dependent on.
That’s why zero party data is rising so dramatically in popularity with all things having been considered and taken into account. Zero party data is basically any information that a customer chooses to share directly with a brand, thereby giving them more of a say in what data brands can obtain and what they would prefer to keep private. With all of that having been said and now out of the way, it is important to note that 90% of firms that were surveyed as part of a study by Forrester said that zero party data was a priority for them during this year.