It's Time to Join the Tide: Rise of Zero-Party Data

Tightening privacy regulations and the decline of traditional data collection methods are reshaping how brands engage with consumers. Signal loss and consumer concerns about data privacy have led to a seismic shift in data strategies. However, within this challenge lies an opportunity, as data remains the foundation of effective marketing. It just has to be collected and used correctly: with consent, transparency and a clear value exchange. 

One of the most significant trends emerging from this shift is the growing importance of zero-party data - data consumers intentionally and proactively share with brands. According to The Future of Marketing report by eConsultancy, 55% of marketers expect zero-party data to become more important over the next two years, making it a crucial strategy for advertisers looking to move towards a more privacy-focused strategy. 

The Growing Importance of Zero-Party Data

Recent research from The Future of Marketing report - a comprehensive annual study conducted by eConsultancy - highlights the accelerating shift towards privacy-centric marketing. Based on a survey of over 1,000 marketing professionals and complimented by expert interviews, the study provides a clear picture of where the industry is headed.

The report underscores a fundamental shift in data collection preferences. Zero-party data is emerging as a preferred alternative to other methods because it offers a transparent and mutually beneficial data exchange between brands and consumers. Moreover, other privacy-focused approaches are making moves, with 50% of marketers believing contextual advertising will become more important and 54% saying ID-based solutions will either remain unchanged or become less relevant - signaling a move away from reliance on deterministic identifiers. 

Zero-party data stands out as a sustainable solution - one that enables brands to build trust while maintaining marketing effectiveness. By capturing consumers' preferences, interests and intent directly, brands can create more relevant experiences while ensuring compliance with privacy regulations. 

How Privacy Builds Stronger Brands 

The increased focus on privacy isn't just a trend; it's now a core business priority. The Future of Marketing report reveals that 89% of marketers say privacy should be a key factor in data strategy, with 77% shifting their focus from quantity to quality in customer data collection. Rather than relying on invasive tracking methods, advertisers are investing in ethical data practices that respect user privacy while delivering value. 

For advertisers, the transition to zero-party data isn’t just about compliance - it’s about unlocking better marketing outcomes, such as:

• Precision in targeting: With consumers willingly sharing their preferences, advertisers can deliver more relevant and consent-based ad experiences, leading to increased engagement and ROI.
• Brand safety and compliance: Built-in consent mechanisms ensure alignment with GDPR, CCPA and other privacy regulations, reducing legal risks and fostering brand trust.
• Improved trust and performance: Advertisers benefit from accurate, privacy-compliant targeting, while consumers receive relevant messaging without feeling tracked or exploited. 

At Ogury, we champion privacy-focused marketing - our exclusive, always-on surveys capture zero-party data that enables advertisers to engage audiences with complete transparency, ensuring that marketing remains effective without compromising trust. 

Zero-Party Data as the New Standard 

Zero-party data is not just another buzzword - it’s a critical strategy for advertisers. By prioritizing privacy, transparency and actionable insights, marketers can create campaigns that resonate with consumers while maintaining compliance with evolving regulations. Brands that embrace zero-party data today - through trusted partners like Ogury - will be the ones leading the industry tomorrow.

For a deeper dive into these insights, check out eConsultancy’s Future of Marketing report.