What are the differences between first-party, second-party, third-party, and zero-party data?


Zero-party data: Information directly provided by consumers to an organization, including personal preferences, interests, and more. It is highly accurate and relevant. Zero-party data helps organizations better understand their customers and provide personalized and satisfying experiences.

First-party data: Information collected by an organization from users who have interacted with their brand. First-party data is highly relevant and accurate as it pertains to customer behavior on the organization’s own website.

Data obtained through third parties:

Second-party data: Information collected through data exchange with another company, typically a non-competitive but complementary one. Second-party data is particularly valuable for expanding the audience, building customer profiles, or improving personalization of product or service offerings.

Third-party data: Data generated and collected by third-party sources that do not have a direct relationship with the organization or its customers. Third-party data is often statistical, such as demographic information, purchasing behavior, browsing history, interests, among other details.

They are used to identify new audiences, personalize advertising campaigns, improve market segmentation and increase the effectiveness of marketing efforts.