Zero-party data
Definition
Information a customer intentionally and proactively shares with you — preferences, intentions, context — as opposed to data observed from behavior or bought from third parties. It is consent-clean, regulation-proof, and more accurate than inference.
Defined in DTC Growth & Retention in the Agentic Era.
How else it gets framed
The same term carries different emphasis depending on the surface it’s used on. Both readings are correct.
Information a customer intentionally and proactively shares with a brand - preferences, use case, fit, intentions - as opposed to data observed from behavior (first-party) or acquired from others (third-party).
Lifecycle Email Meets Agentic Commerce →Where Zero-party data comes up
The guides that put this term to work, rather than just defining it.
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