|Zero-party data||First-party data|
|What's the definition?||Data a customer intentionally shares with you||Behavioral data collected by observing customers|
|How is the data collected?||Registration forms, surveys, preference selections & other explicit data-capture tactics||As users browse your website, app or visit your ecommerce store|
|What can you do with the data?||Gain deeper insight into user interests & customise content, native ads & onsite messaging based on those profiles||Create audience profiles & segments based on user interests to optimise onsite customer experiences|
|Why is the data valuable to brands and publishers?||Users explicitly volunteer data about their interests, resulting in more targeted content & messaging to generate higher user conversion rates||Behavioral data is integrated into DMPs to build insightful audience profiles that visualise user interests to further improve engagement & conversion rates|
|How do you monetize the data?||Create paywalls, ads & personalized journeys that drive users to subscribe to high-quality, relevant content||Increase ad performance & provide content recommendations that improve the experience & increase ROI|
|Is the data collection method compliant with privacy laws?||Yes||Yes|
Want more information around preparing for the cookieless future? Check out our Cookieless Survival Kit.