Cheetah Digital , an independent marketing software company , has acquired Wayin , which specializes in zero - party data . Zero - party data is information that customers willingly provide such as perceived preferences and opinions rather than actual or data - supported information . Data that consumers have willingly provided and consented to its use is increasingly important to marketers in a world that is becoming more hostile to the collection and use of third-party data. Data that customers proactively choose to share is increasingly important to marketers as privacy concerns result in the use of third - party sources and consumers increasingly demand personalised experiences . “ privacy and personalisation can only exist in the future with a first and zero - party data strategy , rather than third - party data that is increasingly incomplete , inaccurate , and breaches consumer trust , ” according to Wayin CEO Chris Jones .
Cheetah Digital , an independent marketing software company , has acquired Wayin , which specializes in zero - party data . Zero - party data is information that customers willingly provide such as perceived preferences and opinions rather than actual or data - supported information . Data that customers proactively choose to share is increasingly important to marketers as privacy concerns result in the use of third - party sources and consumers increasingly demand personalised experiences . “ privacy and personalisation can only exist in the future with a first and zero - party data strategy , rather than third - party data that is increasingly incomplete , inaccurate , and breaches consumer trust , ” according to Wayin CEO Chris Jones .