"Let’s set some things straight since these terms are often tossed around in the email world. You might wonder, “What’s the difference between zero-party and first-party data? Are there any others?” Worry not, email friend—we’ve got you covered.
Zero-party data is individual-level data given to you directly from your audience - First-party data is individual-level data collected from your audience on your own channels
- Second-party data is individual-level data acquired from a trusted partner (someone else’s first-party data)
- Third-party data is aggregate data collected from one or more sources
Since that’s been cleared up, which ones do we like and which ones not as much? Zero and first-party data are your safest picks since you own that data. Second-party is another option as it comes from a trusted source that allows you to access and use it. Third-party is not as desirable due to its data integrity, which could cause problems with your email sender reputation down the road. With Yahoo and Gmail’s new deliverability rules being implemented in February 2024, if your brand sends over 5,000 emails daily, you’ll want to ensure that you maintain a spam complaint rate under 0.3%."
The shift towards first-party and contextual data in advertising, as seen in the Amazon and Reach partnership, underscores the industry's adaptation to privacy-centric marketing, paralleling the benefits of cross-web clickstream data in understanding consumer behavior without reliance on invasive tracking. Cross-web clickstream data offers a privacy-compliant way to gather insights, enhancing marketing strategies in a post-cookie world. For more on leveraging such data, download the Consumer Data Types Cheat Sheet at https://www.marteq.io.