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As of March 2024 we have renamed Apexchat to Blazeo. We are excited to share the next part of our journey with our customers and partners.

Why the name change?

The name ApexChat implies that we are primarily a chat company, which is no longer true. Now we have many offerings, such as call center services, AI, Appointment setting, SMS Enablement, Market Automation, and Sales acceleration (Q2 2024), that go beyond chat. The new name will not only allow us to convey the breadth of our offering but will also better convey our company’s mission and values.

Why Blazeo?

Blazeo, which is derived from the word Blaze, evokes a sense of passion, speed, and energy. A “Blaze” is captivating, illuminates, and represents explosive growth. Blazeo encapsulates our mission to ignite such growth for our customers and partners by delivering innovation with passion, speed, and energy.

Webinar: "Managing Reputation & Winning Referrals with GenAI" | Feb 26, 2026 10:00 AM Pacific Time | Save Your Seat ->

Adapting Your Digital Marketing Strategy for Zero-Party Cookies

Jason Levy March 5, 2026 5 minute read
Marketing strategy for zero-party cookies

Updated on 3/5/2026

The digital marketing landscape is undergoing a major transformation. As privacy regulations tighten and browsers reduce tracking capabilities, businesses must rethink how they collect and use customer data.

One of the most important changes is the shift from third-party cookies to zero-party data.

This transition is not just about compliance — it’s about building stronger relationships with customers while delivering personalized experiences.

In this guide, we’ll explore what zero-party data is, why it matters, and how businesses can adapt their digital marketing strategies to thrive in a privacy-first world.

What Are Zero-Party Cookies?

Zero-party data refers to information that customers intentionally and proactively share with a brand.

Unlike traditional tracking methods, this data is provided voluntarily through direct interactions.

Examples include:

  • Survey responses

  • Preference center selections

  • Product quizzes

  • Email subscription forms

  • Feedback forms

Because users willingly provide this information, zero-party data is considered highly accurate, transparent, and privacy-compliant.

Why Third-Party Cookies Are Disappearing

For years, marketers relied heavily on third-party cookies to track user behavior across websites.

However, this approach raised serious privacy concerns.

Several factors are driving the industry away from third-party tracking:

Privacy Regulations

Regulations like:

require companies to obtain explicit consent for data collection.

Browser Changes

Browsers such as:

  • Safari

  • Firefox

  • Chrome

have implemented restrictions or plans to reduce third-party tracking.

Consumer Expectations

Modern consumers increasingly demand:

  • transparency

  • control over their data

  • ethical marketing practices

These changes have accelerated the move toward consent-based marketing strategies.

Zero-Party Data vs First-Party vs Third-Party Data

Understanding the differences helps marketers adapt their strategies.

Data Type Source Consent Level Example
Third-Party Data External providers Low Purchased audience segments
First-Party Data Collected from user behavior Medium Website analytics
Zero-Party Data Provided directly by users High Surveys, preferences

Zero-party data is often considered the most valuable form of data because it reflects the user's true intent and preferences.

Why Zero-Party Data Is the Future of Digital Marketing

Businesses that embrace zero-party data can unlock several advantages.

1. Higher Personalization Accuracy

Instead of guessing user interests based on behavior, companies receive direct input from customers.

This leads to:

  • better product recommendations

  • more relevant messaging

  • improved campaign performance.

Also read: Everything You Need to Know About Marketing Personalization

2. Increased Customer Trust

Customers are more likely to share information when they know how it will be used.

Transparency builds long-term loyalty.

3. Better Engagement and Conversion Rates

Campaigns powered by user-provided data tend to achieve higher engagement because they align with expressed preferences.

4. Compliance With Privacy Regulations

Because users voluntarily share the information, zero-party data supports compliance with modern privacy laws.

Also read:EU privacy legislation: GDPR tips for marketing agencies

How Businesses Can Collect Zero-Party Data

Collecting zero-party data requires creating meaningful interactions with customers.

Here are several effective methods.

Interactive Quizzes

Brands can use quizzes to learn about customer preferences.

Example:

A skincare brand might ask about:

  • skin type

  • concerns

  • product goals

The results allow personalized recommendations.

Preference Centers

A preference center lets users choose:

  • communication channels

  • content interests

  • frequency of messages

This gives users control over their experience.

Surveys and Polls

Short surveys help brands understand:

  • purchase intent

  • product feedback

  • customer needs

Loyalty Programs

Loyalty programs encourage users to share preferences in exchange for rewards.

Examples include:

  • exclusive offers

  • points

  • personalized recommendations

Conversational Marketing

Live chat and AI assistants can gather valuable insights during conversations.

For example, businesses can ask visitors:

  • what they’re looking for

  • their budget

  • their product preferences

These insights help personalize the experience instantly.

Best Practices for Using Zero-Party Data

Collecting data is only the first step.

To maximize its value, businesses should follow several best practices.

Be Transparent

Clearly explain:

  • what data is collected

  • why it is collected

  • how it will be used.

Provide Value in Exchange

Users are more willing to share data when they receive something valuable.

Examples:

  • personalized recommendations

  • exclusive discounts

  • customized content

Keep Data Updated

Preferences change over time.

Allow users to easily update their information.

Integrate Data Across Platforms

Combine zero-party data with:

  • CRM systems

  • marketing automation platforms

  • customer data platforms

This enables consistent personalization across channels.

Examples of Zero-Party Data in Action

Many brands already use zero-party data successfully.

E-Commerce

Product recommendation quizzes guide customers to the best products.

Streaming Platforms

Users choose content preferences during onboarding.

Travel Websites

Travel planning forms ask about:

  • destination interests

  • budget

  • travel style

This information powers personalized suggestions.

The Role of AI in Zero-Party Data Marketing

Artificial intelligence can enhance how businesses use zero-party data.

AI helps by:

  • analyzing user preferences

  • segmenting audiences

  • delivering real-time personalization

  • optimizing marketing campaigns.

When combined with AI tools, zero-party data becomes a powerful driver of customer experience and revenue growth.

Frequently Asked Questions

What is zero-party data?

Zero-party data is information that customers intentionally share with a brand through direct interactions like surveys, quizzes, and preference centers.

Why are third-party cookies being phased out?

Privacy regulations, browser restrictions, and growing consumer concerns about data tracking are reducing the use of third-party cookies.

How is zero-party data different from first-party data?

First-party data is collected from user behavior (such as website activity), while zero-party data is explicitly provided by the customer.

Is zero-party data compliant with privacy laws?

Yes. Because users voluntarily share the information, zero-party data aligns well with privacy regulations.

How can small businesses collect zero-party data?

Small businesses can use surveys, email sign-ups, quizzes, and conversational chat tools to gather customer preferences.

What tools help manage zero-party data?

Common tools include:

  • CRM platforms

  • customer data platforms (CDPs)

  • marketing automation software

  • conversational marketing tools.

Conclusion

The shift away from third-party cookies marks a turning point in digital marketing.

Businesses that rely on traditional tracking methods will struggle to maintain effective personalization.

However, companies that embrace zero-party data strategies can build stronger relationships with their customers while delivering more relevant experiences.

By prioritizing transparency, consent, and meaningful engagement, marketers can create a sustainable strategy that thrives in a privacy-first digital world.