What Is Zero-Party Data?  

Zero-party data is any data that is intentionally and proactively shared with you, by a user (e.g. sharing their preferences, survey responses). Within lead generation, zero-party data is generated when an external supplier’s audience of B2B professionals intentionally and willingly provides additional information to the lead generation supplier. This could include sharing their preferences, job title, or areas of interest in exchange for a more relevant experience. For example, when a user downloads a piece of gated content or subscribes to one of Headley Media’s seven brands, they actively volunteer details that help marketers tailor future interactions.