Build Trust Through Transparent Zero-Party Data Collection

Companies like Apple and Google are starting to regulate the way brands can collect data on their users. Although Google’s Chrome browser will continue to support third-party cookies in some capacity, consumers will likely have more options to control their web browsing privacy settings. Given the growing concerns about consumer privacy, brands must begin to pivot their marketing strategies to leverage data and marketing signals they collect directly from consumers interested in their products and services.

Promotions with a chance to win a prize are great drivers of zero-party data collection. Realtime Media can help you plan and execute promotions that offer incentives for users to voluntarily share their personal information with brands. A central benefit of zero-party data is that it fosters greater consumer trust and loyalty since it is collected transparently and willingly. We offer opportunities to collect zero-party data through interactive games, forms and surveys to enter a promotion, engagement hub microsites, and contest registration or submission fields.

What is Zero-Party Data?

To differentiate zero-party data, we must first define the different types of data that can be collected online. Let's start with the abundant source of data: third-party.

Third-Party Data

Third-party cookies are the most abundant form of data due to their ease of access; data is aggregated from various platforms without necessitating direct permission from the user. Typically, this information is sold among brands to track user behavior across different websites, enabling detailed profiling and targeted advertising. This data helps brands deliver personalized ads, measure campaign effectiveness, and reach potential customers who have shown interest in similar products or services.

Second-Party Data

Like third-party data, second-party data is also exchanged between companies. However, unlike third-party data, second-party data is transferred from one company that collected it directly from the user, rather than through multiple intermediaries. As with third-party data, consumers may not be fully aware of how their data is collected and shared. Second-party data is particularly useful because it often comes from a trusted partner and is therefore more reliable and accurate than third-party data. Brands can use this data to gain deeper insights into their target audience, improve marketing strategies, and enhance customer experiences.

First-Party Data

Prior to a user submitting data directly to a company, first-party cookies are gathered directly from the user. This information typically includes brands tracking signals such as user behavior on their websites and apps. This information is collected through page visits, mouse movement, browser session duration, etc. Like second-party and third-party data, first-party cookies are used to improve company services, whether it be to deliver ads or reach interested customers.

Zero-Party Data

Unlike third-party, second-party, and first-party data, zero-party data is information that a customer intentionally and proactively shares with a brand. This can include preferences, feedback, profile information, and purchase intentions. The key distinction is that zero-party data is provided directly by the user with full awareness and consent, making it highly valuable for brands aiming to foster trust and build personalized experiences.

How Does Realtime Media Utilize Zero-Party Data?

As a full-service company that helps advertisers plan and execute digital promotions, Realtime Media (RTM) offers every support service needed to run legally-compliant promotions that incentivize users to share their data with a brand, in exchange for the chance to win a prize. We have built-in ready-to-go infrastructure to collect zero-party data efficiently and effectively. With our extensive experience in collecting and working with zero-party data, we help companies gain valuable insights directly from their users. This data is protected between the user and the company—we don’t infringe on user privacy. Here's how we do it:

There are Many Types of Incentivized Promotions

RTM runs various types of promotions that encourage users to share their data in exchange for rewards. These promotions not only gather generic demographic information but also capture users' preferences, allowing companies to tailor marketing of their products and services to individual users’ preferences. Our promotional offerings vary in their level of engagement, ensuring we cater to different user preferences and maximize participation.

• Games of Skill & Chance: We create interactive games that engage users and incentivize them to provide data. These games can range from instant win games to more elaborate contests, offering entertainment value and excitement to participants.
• Forms and Surveys: The most basic method to capture zero-party data involves users completing a form. This can be done through a microsite or by downloading an app and filling out a profile to enter a promotion.
• Engagement Hubs: Our engagement hub microsites provide participants with the opportunity to interact with the brand, participate in games, and provide data in a fun and engaging manner. This approach leads to more opportunity to collect various preference and behavioral data points.
• Contests: From a contest perspective, we gather data through fields of registration or submission. This might include asking users to share their social media handles or complete specific tasks for entry. These contests drive high engagement and provide rich data and user-generated content that you can leverage in your marketing to increase brand authenticity.

Conclusion

In today's digital landscape, where companies like Apple and Google are increasingly regulating data collection practices, it is crucial for brands to adapt their strategies. As consumers gain more control over their privacy settings, brands must future-proof their marketing efforts, leveraging data collected directly and transparently from their customers. Zero-party data, gathered with explicit user consent through engaging promotions and interactions, is key to building trust and loyalty.

Realtime Media offers a range of services to help brands collect this valuable data through games, forms, surveys, engagement hubs, and contests. These methods not only ensure compliance with emerging privacy regulations but also foster a stronger, more authentic connection with consumers. By embracing zero-party data collection, brands can create personalized experiences that resonate with their audience, ultimately driving long-term success. Realtime Media is ready to assist with every aspect of planning and executing effective promotions that incentivize data sharing and build lasting consumer trust. Contact us today!