For publishers, data isn’t just quantitative—it helps you understand your audience, personalizing experiences, and driving revenue. But as third-party cookies fade into obscurity, publishers must rely on zero-party (0PD) and first-party data (1PD) to maintain control over their audience relationships.
So, what’s the difference? And more importantly, why should you care?
Let’s break it down.
What is Zero-Party Data?
Zero-party data is information that users intentionally and explicitly share with a publisher. Unlike traditional tracking methods, it doesn’t rely on cookies, device signals, or passive collection. Instead, users declare their preferences, interests, and intent—giving publishers direct insight into what they want.
Imagine a reader subscribing to a news site and selecting "Tech" and "Politics" as their preferred categories. That’s zero-party data in action. A lifestyle magazine that runs an interactive quiz on skincare preferences is another example. Because this data comes straight from the user, it’s more accurate and transparent than inferred behavioral data.
This transparency is why zero-party data is highly valued in a privacy-first world. It allows publishers to build stronger audience relationships, personalize content with confidence, and comply with regulations like GDPR and CCPA without ambiguity.
What is First-Party Data?
While zero-party data is declared, first-party data is implied—it’s collected by analyzing a visitor’s behavior on a website or app. Publishers don’t ask users directly; instead, they observe interactions to infer patterns and preferences.
For example, a news publisher might notice that a reader regularly clicks on finance articles and spends several minutes on stock market coverage. This behavior suggests an interest in financial news, even though the reader never explicitly stated it. Similarly, an e-commerce publisher could track which product categories a visitor browses most frequently to tailor recommendations.
First-party data is essential for audience segmentation, ad targeting, and content optimization. It allows publishers to predict user intent, refine their engagement strategies, and offer more relevant experiences—all while keeping data collection within their own ecosystem, independent of third-party vendors.
Zero-Party Data vs. First-Party Data: Key Differences
While both types of data are owned by the publisher, their methods of collection and application differ significantly.
| Feature | Zero-Party Data (0PD) | First-Party Data (1PD) |
| Source | Users proactively provide it | Collected from user behavior |
| Declared vs. Implied | Declared (user tells you) | Implied (you infer from actions) |
| Consent & Privacy | Explicit, user-driven | Implicit, tracked on-site |
| Accuracy | High (self-reported) | Can require interpretation |
| Use Case | Personalization, user preferences | Ad targeting, segmentation, analytics |
| Reliance on Cookies | No reliance on cookies | Often collected via on-site cookies |
While zero-party data tells publishers exactly what users want, first-party data helps predict and refine user interests over time. Together, they create a powerful audience intelligence strategy.
Why Publishers Need Both
A strong data strategy isn’t about choosing between zero-party and first-party data—it’s about using them together to create a complete picture of the audience.
Zero-party data helps capture user intent in the moment. If a visitor indicates they love travel content, publishers can immediately serve them curated recommendations, targeted offers, or travel-related subscription perks.
Meanwhile, first-party data helps refine and validate those declared preferences over time. A user might select sports content as a preference but consistently engage more with business news—suggesting their real interests are broader than they initially declared. This combination of declared and implied data allows publishers to personalize experiences with greater precision.
There’s also a clear monetization advantage. Advertisers are increasingly prioritizing high-quality, privacy-compliant data to replace the insights they once gained from third-party cookies. Publishers who leverage both zero-party and first-party data can offer premium, high-value audience segments that command higher ad rates and drive stronger revenue.
How Publishers Can Collect & Activate Zero-Party and First-Party Data
Capturing Zero-Party Data
Publishers can encourage users to share their preferences in a way that feels natural and valuable.
- Newsletter Sign-Ups: Allow users to select content categories they care about.
- Surveys & Polls: Ask for feedback on topics, content formats, or engagement preferences.
- Gated Content Preferences: Offer access to premium content in exchange for declared interests.
Unlike first-party data, which is collected passively, zero-party data requires direct user participation—so the value exchange must be clear. Visitors are more likely to share their preferences when they see a tangible benefit, such as better content recommendations or a more personalized experience.
Leveraging First-Party Data
Since first-party data is behavioral, publishers need robust analytics to extract meaningful insights.
- Tracking On-Site Behavior: Monitor which articles, videos, or topics drive the most engagement.
- Subscription & Paywall Insights: Analyze which types of content convert casual readers into paying subscribers.
- Ad Interaction Data: Understand which ad formats and placements resonate most with different audience segments.
Final Thoughts: The Future of Publisher Data Strategy
The digital landscape is evolving fast. Third-party cookies are disappearing, privacy regulations are tightening, and users expect more control over their data. For publishers, that means embracing a first-party and zero-party data strategy is no longer optional—it’s essential.
The good news? Zero-party and first-party data complement each other perfectly.
- Zero-party data provides direct audience insights—users tell you what they want.
- First-party data refines and expands those insights—showing how users actually behave over time.
- Together, they create a sustainable, privacy-first approach to monetization and engagement.
Next Steps for Publishers:
Now is the time to assess your current data collection strategy and build a framework that balances both types of data. Start by:
- Implementing zero-party data collection methods—preference centers, surveys, and interactive engagement tools.
- Analyzing first-party data more effectively—understanding behavioral patterns to refine audience segmentation.
- Combining both for stronger personalization and monetization—ensuring that declared and implied data work in tandem.
Publishers who take control of their data now will be positioned to thrive in a cookieless, privacy-first world. The ones who don’t? They’ll be left searching for an audience they can no longer track.
