Zero-party data is information that customers voluntarily and deliberately share with a company. It is different from first-party data, which is collected from customer behavior such as web activity. Zero-party data can include preference center data, purchase intentions, personal contexts, and data on how an individual wants to be recognized by the brand. Examples of zero-party data include information obtained from customers via newsletter sign-ups, calculators, quizzes, surveys, and polls. Zero-party data is becoming increasingly important in the personalization data mix, as it enables and encourages individuals to willingly provide information and validate their intent. It is also valuable because it allows companies to tailor product recommendations, messages, and offers to each customer, improving the effectiveness of personalization efforts. Zero-party data is seen as a promising data collection solution in a cookieless world, as it is information that is hard to infer or buy from a user.