Difference between page zero, page one, and page three data

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Discover the difference between third-party, first-party, and zero-party data in marketing. Learn how to leverage it for personalized experiences and effective strategies.
We know - and even expect - that brands will understand us and offer personalized experiences.

While we’ve seen a big shift from third-party to first-party data in the last few years , the latest trend is now leaning towards zero-party data . And if leveraged correctly, it can become the most powerful source of buyer insights.

Brief definitions
Before we dive much deeper, let's quickly recap the different data sources:

Third-party data is obtained or purchased from an external source. Think of Apple or Facebook’s ability to provide demographic or other interest data based on information gathered from those sites. This data is not exclusive to your company, meaning anyone can access the same data.
First-party data is collected by you. You collect it from your website, from your app, or within the product itself. First-party data is typically behavioral data, such as a user's clicks on different screens - it shows you how the user engages with different experiences.
Zero-party data is collected from the user - and shared voluntarily by them. Instead of assuming that three clicks on different screens indicate purchase intent, you would ask the user directly, for example through a survey.
There is also second-party data , which is first-party data from another source. This could be a trusted business partner who chooses to share the data with you, or data that you purchase. However, for the pu macedonia mobile database rposes of this discussion, we will focus on third-party, first-party, and zero-party data.
Third-party data is more limited than ever before
Previously, third-party data ruled the roost. It was easy to rely on data from tech giants like Google, Apple, and Facebook—with access to hundreds of millions of users—for targeted advertising.

However, this has changed with increased privacy scrutiny . In 2018, the GDPR was introduced , fundamentally changing the way individuals in the EU can control access to their data. Apple introduced user privacy options in iOS 14.5 and above, where users could choose how their data was tracked. And Google announced its intention to phase out third-party cookies by the end of 2024.

Marketers have realized that they cannot rely on third-party data in the future and that it is better to collect data - in some form - themselves.

First-party data creates assumptions
First-party data can range from simple web analytics to in-depth product analytics that track every step of the user journey. It can be used for retargeting , personalized experiences, finding the “sticky” factor, and more. First-party data powers the experiences we expect—like Netflix’s “More to Explore” recommendations.

First-party data goes much deeper than third-party data because it looks at user behavior . Instead of grouping users into groups based on characteristics, first-party data is based on what users do on your website and within your product. Do they spend two minutes browsing a product page? They’re probably considering a purchase. Do they click through many different screens during a free trial? They’re probably trying to figure out if the product is a good fit for them and if it’s worth a paid subscription.