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 .
Cheetah Digital, an independent marketing software company, has acquired Wayin, which specialises 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 rules result in the deterioration 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 Richard Jones.