In the context of digital marketing, what is zero-party data?
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Correct answer: Data voluntarily shared by a customer with a brand.
Why this is the answer
Zero-party data comes directly from customers when they intentionally share preferences, interests, or needs with a brand. This data can come from surveys, profile settings, quizzes, preference centers, or direct customer interactions. In Amazon DSP , privacy-aware planning increasingly depends on consented signals, first-party relationships, and signal-based marketing . Zero-party data can improve relevance because it reflects what customers choose to disclose rather than inferred behavior alone.
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