{"id":45291,"date":"2022-08-08T11:19:06","date_gmt":"2022-08-08T18:19:06","guid":{"rendered":"https:\/\/www.kochava.com\/?p=45291"},"modified":"2022-08-29T09:31:28","modified_gmt":"2022-08-29T16:31:28","slug":"what-is-zero-party-data","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/what-is-zero-party-data\/","title":{"rendered":"What is Zero-Party Data?"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text css=&#8221;.vc_custom_1659031707102{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h2>Hold onto your socks! The future of data collection is here.<\/h2>\r\n[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400\">You\u2019ve heard about first, second, and third-party data, but what about zero? With the adtech industry becoming increasingly oriented toward user privacy, zero-party data stands out as the most valuable asset marketers have to gain meaningful and actionable insights into their customers. <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659031778066{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>What is zero-party data?<\/h3>\r\n<h3>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659568692812{padding-top: 0px !important;padding-bottom: 0px !important;}&#8221;]<span style=\"font-weight: 400\">Zero-party data is information that a customer knowingly and willingly shares directly with a company. It offers marketers a solution to the developing issue of creating effective ad campaigns in a user privacy-centric space. <\/span>[\/vc_column_text][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;top&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/3&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;45471&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;75%&#8221; max_width_mobile=&#8221;default&#8221; margin_top=&#8221;50&#8243; margin_bottom=&#8221;50&#8243;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;2\/3&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<span style=\"font-weight: 400\">Zero-party data can take several forms; odds are you have provided a company with this kind of data before. Here are a few examples you may find familiar:\u00a0<\/span><\/h3>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Surveys<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Questionnaires<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Pop-ups<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Polls<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Customer profiles<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Because of current industry regulations, users have the option to opt-out of tracking, giving control of their data back to themselves. This means there\u2019s no longer an automatic link between consumer and marketer when an app or website is launched. In this instance, data exchange is contingent on a genuine relationship.\u00a0 \u00a0 <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=&#8221;.vc_custom_1659031748063{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>What\u2019s the big deal?<\/h3>\r\n[\/vc_column_text][vc_column_text]<b>Zero-party data implies a deeper level of trust between consumers and companies. <\/b><span style=\"font-weight: 400\">The type of information a customer provides differs from first, second, or third-party data because it\u2019s qualitative, not quantitative. In other words, it\u2019s <\/span><i><span style=\"font-weight: 400\">personal<\/span><\/i><span style=\"font-weight: 400\">. We\u2019re not talking about a user\u2019s average session time, <\/span><a href=\"https:\/\/www.kochava.com\/ko\/glossary\/impression\/\"><span style=\"font-weight: 400\">impressions<\/span><\/a><span style=\"font-weight: 400\">, <\/span><a href=\"https:\/\/support.kochava.com\/glossary\/click\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">clicks<\/span><\/a><span style=\"font-weight: 400\">, or <\/span><a href=\"https:\/\/www.kochava.com\/glossary\/device-id\/\"><span style=\"font-weight: 400\">device ID<\/span><\/a><span style=\"font-weight: 400\">. That\u2019s quantitative. It\u2019s numerical and measurable. Think of it like this: a personal stylist curates their client&#8217;s wardrobe by gathering data directly from the source. There\u2019s a conversational exchange of information. What brands do they prefer? What\u2019s their favorite color scheme? How do they like their clothes to fit- looser? tighter? This is qualitative. It\u2019s descriptive, language-based, and conceptual. This information allows the stylist to create a highly personalized selection of clothes with a higher chance for success, i.e., a happy, stylish client. Though there may be a small amount of overlap between the two, generally, it\u2019s like comparing apples to oranges. Both are data, but not necessarily measurable in the same way. <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659031790970{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>You\u2019ve got their trust; now what?<\/h3>\r\n[\/vc_column_text][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;padding-2-percent&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;right&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;45475&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;Fade In&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;3\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<span style=\"font-weight: 400\">Congratulations! You\u2019ve done one of the most challenging things a marketer has to do, get a consumer to trust your brand. Now that you have an established relationship, the question becomes, \u201cHow do I keep it?\u201d The answer? Results. If you want reengagement, you have to deliver personalized and accurate products. If your customers don\u2019t know you have the specific items they need, they will look elsewhere. That\u2019s where the power of zero-party data comes into play. This conceptual data gives you unique insight into what drives users to your site and inventory. Don\u2019t waste that edge! You&#8217;ll see a higher<\/span><a href=\"https:\/\/www.kochava.com\/glossary\/roas\/\"><span style=\"font-weight: 400\"> return on ad spend<\/span><\/a><span style=\"font-weight: 400\"> (ROAS) by continually driving personalized ads with products they want. <\/span><a href=\"https:\/\/support.kochava.com\/glossary\/conversion\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Conversions<\/span><\/a><span style=\"font-weight: 400\"> from those personalized ads signal that your zero-party backed ad campaign is working. That success is the first of many building blocks to creating a long-lasting relationship between customers and your company.\u00a0 <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=&#8221;.vc_custom_1659031802577{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>Leverage zero-party data to drive growth<\/h3>\r\n[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400\">You\u2019ve established customer loyalty and have a leg-up on the competition. But, what kind of benefits can you expect? Is there potential for quantitative, measurable results from qualitative data? Will you get back what you put in? Basically, you\u2019re wondering if this is a big ole\u2019 money pit. Short answer, no. Long answer, well, let\u2019s take a look at it. <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659031975537{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h4>Benefits<\/h4>\r\n[\/vc_column_text][vc_column_text]<strong>High-quality data<\/strong>\r\n\r\n<span style=\"font-weight: 400\">Strategizing your data collection methods means you have the ability to gather the information you want, not just what\u2019s handed to you. You can predict trends, products, and campaigns with a higher success rate based on your audience\u2019s feedback.\u00a0<\/span>\r\n\r\n<strong>Personalization<\/strong>\r\n\r\n<span style=\"font-weight: 400\">With a holistic view of your customer demographics, you can hand tailor ad campaigns to their wants and needs. The intimacy of zero-party data removes the guesswork of first, second, and third-party data.<\/span>\r\n\r\n<strong>Better inventory management<\/strong>\r\n\r\n<span style=\"font-weight: 400\">You can better anticipate your customer&#8217;s future purchases by utilizing strategically collected data to understand their preferences. <\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659031961423{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h4>Collection methods<\/h4>\r\n[\/vc_column_text][vc_column_text]<strong>Customer profile<\/strong>\r\n\r\n<span style=\"font-weight: 400\">Prompt customers to fill out a profile alongside their purchase, registration, or subscription. This is an easy way to ask for basic, transactional, and demographic information, like name, age, phone number, and shipping address. It also opens the door to gauge interest in other products and services.\u00a0<\/span>\r\n\r\n<strong>Chat pop-up<\/strong>\r\n\r\n<span style=\"font-weight: 400\">When a customer visits your website for the first time or a promotional event is running, use a chat pop-up to start a conversation! Offer a discount or ask a simple question.<\/span>\r\n\r\n<strong>Email campaigns<\/strong>\r\n\r\n<span style=\"font-weight: 400\">Emails are a great way to generate interaction! Make the experience fun for users with a survey or quiz that asks questions you can use to personalize their shopping experience later.<\/span>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659031910860{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>How the cookies crumble<\/h3>\r\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1659655712157{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]<span style=\"font-weight: 400\">But what about the current standard for data collection? As the phase-out of third-party cookies continues, marketers must find privacy-first and compliant ways to get to know their audience. <\/span>[\/vc_column_text][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; top_padding=&#8221;20&#8243; bottom_padding=&#8221;20&#8243; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221; css=&#8221;.vc_custom_1659983649903{padding-bottom: 20px !important;}&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;45473&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;Fade In&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][\/vc_column_inner][\/vc_row_inner][vc_column_text css=&#8221;.vc_custom_1659983708167{padding-top: 20px !important;}&#8221;]<span style=\"font-weight: 400\">Regulations and initiatives like the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), Google\u2019s Privacy Sandbox, and even Apple\u2019s SKAdNetwork and AppTrackingTransparency (ATT) framework, among others, dictate what marketers can know about their customers across devices, platforms, and regions. Nonetheless, brands will continue interacting with the most common customer data types at some level. <\/span>[\/vc_column_text][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;top&#8221; column_element_spacing=&#8221;default&#8221; centered_text=&#8221;true&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;45474&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;Fade In&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h4>First-party<\/h4>\r\n<span style=\"font-weight: 400\">Passively collected data from user interactions on a company\u2019s website or app. First-party includes behavioral and transactional data such as a user\u2019s site\/app behavior, clicks, session length, purchase history, rewards and loyalty, downloads, and ad engagement. <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; centered_text=&#8221;true&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;45474&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;Fade In&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h4>Second-party<\/h4>\r\n<span style=\"font-weight: 400\">An organization\u2019s first-party data is collected directly from users and sold to a different company. Second-party data gives buyers more insight than their first-party data alone. <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; centered_text=&#8221;true&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; advanced_gradient_angle=&#8221;0&#8243; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; gradient_type=&#8221;default&#8221;][image_with_animation image_url=&#8221;45474&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;Fade In&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][\/vc_column_inner][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;5\/6&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]\r\n<h4>Third-party<\/h4>\r\n<span style=\"font-weight: 400\">First-party data that companies buy from data aggregators, not the original collectors. This data is gathered with consent across an array of websites, apps, and\/or services that aggregators compile into relevant categories for purchase on a large scale. <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text css=&#8221;.vc_custom_1659031933789{padding-top: 20px !important;padding-bottom: 20px !important;}&#8221;]\r\n<h3>Stay up-to-date<\/h3>\r\n[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400\">The digital space is always changing. Keep your marketing edge sharp by<\/span> <a href=\"https:\/\/www.kochava.com\/subscribe\/\"><span style=\"font-weight: 400\">subscribing to our newsletter<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span>\r\n\r\n<span style=\"font-weight: 400\">For more information, visit our <\/span><a href=\"https:\/\/www.kochava.com\/ott\/\"><span style=\"font-weight: 400\">website<\/span><\/a><span style=\"font-weight: 400\"> or reach us at <\/span><span style=\"font-weight: 400\">support@kochava.com<\/span><span style=\"font-weight: 400\">.<\/span>[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221;&#8230;<\/p>\n","protected":false},"author":71,"featured_media":45526,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":{"0":"post-45291","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news-and-updates"},"_links":{"self":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/45291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/users\/71"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/comments?post=45291"}],"version-history":[{"count":5,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/45291\/revisions"}],"predecessor-version":[{"id":45892,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/45291\/revisions\/45892"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media\/45526"}],"wp:attachment":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media?parent=45291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/categories?post=45291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/tags?post=45291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}