Zero-Party Data and Consumer Data Privacy

This “zero party data” term makes me wonder if the party will ever go away (because “zero” ≠ None).

“It is possible for marketers to collect data that is intentionally and proactively shared directly with you by the consumer. This is zero-party data. A type of data that is never inferred through income or device matching, nor is it merely observed through spending behaviors or cookie data.

Zero-party data allows brands to build direct relationships with consumers, and in turn, better personalize their marketing efforts, services, offers and product recommendations.” —Forrester

The overall taxonomy is v interesting:

And I found it funny to search for the term and find an example of a broken ad that is revealing its informant nature: