Enter Zero Party Data.
A Quick Primer on Data Types
Customer data is the underlying fuel for personalization engines, whether that is on-site personalization, email personalization, or paid media personalization. Each data type is sourced differently.
Zero party data is unique in that it is voluntarily provided by consumers and often includes information that they actively want to share with a company, such as preferences, autobiographical data, and opinions. This type of data is considered to be the most valuable as it is directly from the consumer and can be used to personalize marketing and improve the overall customer experience.
First party data is collected by a company from its own sources, such as website analytics and customer purchase history. This type of data is also valuable as it is directly from the company's own interactions with the consumer and can be used to better understand consumer behavior and improve marketing and sales strategies. But it lacks explicit intent -- what's inside a user's head. So companies need to infer meaning from the data, which comes with value judgements, errors, and inaccuracies.
Second party data is data that is shared between two partner companies.
Third party data is data collected by a company from external sources, such as data from market research firms or data brokers. Third party data is on the endangered species list - it's largely enabled via 3rd party cookies which are being phased out of most browsers and was already perceived to be noisy and inaccurate.