[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Third party cookies are disappearing, browsers are tightening privacy controls, and regulations are becoming stricter. For CRM and e commerce managers, the question is no longer how to track consumers without their knowledge, but how to convince them to share what matters most themselves. <\/p>\n
That is the entire premise of zero-party data<\/strong>: data that consumers intentionally and transparently provide. It is more reliable, richer, and fully GDPR compliant. Still, consumers need a compelling reason to share it. <\/p>\n In this article, we define zero party data, explain why gamification<\/strong> is the ideal vehicle for it, and break down the mechanics and CRM strategies that turn this data into personalization.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n For years, targeting relied on trackers placed without users truly realizing it. Today, privacy authorities strictly regulate cookies and other trackers<\/a>, while browsers limit third party tracking. As a result, brands must rebuild customer insights on a foundation of explicit consent. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Zero-party data refers to information that consumers share intentionally and proactively: their preferences, needs, purchase intentions, and life context. In other words, it is neither observed nor inferred data. It is declarative customer data<\/strong>, given in trust, in exchange for perceived value. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/01\/collecter-jeu-home-mobile.webp” alt=”Collecting through play” title_text=”collect-game-home-mobile” align=”center” _builder_version=”4.27.6″ _module_preset=”default” border_radii=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Third-party data is bought from external sources: it is increasingly scarce and contested. First-party data is gathered by the brand across its own channels: purchase history, browsing activity, signups. While valuable, it merely reflects past behavior. <\/p>\n Zero-party data, for its part, expresses intent. Thus, in the comparisonbetween first-party data and zero-party data<\/strong>, the latter does not replace the former: it complements it by uncovering the “why” behind the “what.” This is what makes cookieless marketing personalization<\/strong> truly relevant. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-2″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n No one fills out a long form without a good reason. However, an enjoyable experience, a personalized outcome, or a concrete benefit justifies the effort. This is the “value exchange”: information in return for an experience. Furthermore, participants understand exactly what they are sharing and why. Transparency directly enhances data quality. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||||false|false” global_colors_info=”{}”]<\/p>\n A quiz does not feel like an interrogation. Questions unfold naturally within a narrative, anchored by a clear promise at the end. In this way, sharing information becomes part of the fun rather than a chore. This absence of feeling intruded upon explains the high completion rates of interactive formats, which far exceed those of traditional forms. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/03\/nouveau-quiz-2.webp” alt=”New quiz thumbnail” title_text=”new-quiz” url=”https:\/\/www.adictiz.com\/en\/project\/quizzes\/” align=”center” _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n What should you offer in return? The answer depends on what you are asking for. A personalized result is enough for a few preferences: a beauty profile, an interior design style, or usage advice. A discount or early access makes sense when asking for purchase intent or budget details. Exclusive content rewards comprehensive feedback. <\/p>\n The rule is proportionality. The more demanding the question, the more valuable the reward must feel. On the other hand, there is no need to overpay for simple information: doing so only attracts opportunists and damages database quality. Finally, state the promised value clearly before the very first question. Transparency is, in itself, a form of reward. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n It is the gold standard for collecting zero-party data<\/strong>. In five to eight questions, a cosmetics brand uncovers a skin type, a fashion retailer reveals a personal style, or a bank identifies a major life goal. The result delivered at the end rewards the participant, while each answer enriches their customer profile. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/retail-sephora-1-1.webp” title_text=”retail-sephora-1″ align=”center” _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n When it comes to instant feedback, nothing beats a simple swipe. A swiper presents products or offers that users accept or discard with a quick thumb movement. For instance, a brand can test a new collection and identify best sellers before they even launch. Interactive polls serve the same purpose for more open questions. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/04\/Jeu-Swiper-hugo-publishing.webp” alt=”Swiper game Hugo publishing” title_text=”hugo-publishing-Swiper-game” _builder_version=”4.27.6″ _module_preset=”default” border_radii=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n This mechanism combines data collection with immediate e commerce recommendations. The user describes their need through a few simple choices and instantly receives a tailored selection. In other words, they gain tangible value right away, while the brand captures a qualified purchase intent. This is the clearest illustration of gamified data marketing<\/strong>. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-3″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Collecting is only half the battle. Real value comes from activation. Here is how to structure its implementation. <\/p>\n Above all, measure what you collect. Three key indicators are enough: the journey completion rate, the share of profiles genuinely enriched with at least one preference, and the impact of personalization on your subsequent campaigns, such as the click through rate of a segmented email compared to a generic broadcast. In this way, zero party data stops being just a concept and turns into a measurable result. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Declared preferences become segmentation attributes: tastes, preferred purchase frequency, occasions, budget. These segments then feed precise audiences for your campaigns, far more reliable than behavioral deductions. To explore these methods further, consult our guide and data collection tools<\/a>. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n A “sensitive skin” profile does not receive the same message as an “anti aging” profile. Thanks to zero-party data, your automation workflows speak to each individual about what they explicitly shared themselves. That is why relevance, and consequently engagement and conversion, increase significantly. This logic fits into a broader strategy, detailed in our 4 levers for collecting first-party data<\/a>. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n With Adictiz, every data point collected during a game integrates natively into your tools: Salesforce, HubSpot, Klaviyo, among others. Built in data quality modules filter out bots and cheaters upstream, while consent is gathered in full compliance with the GDPR. We break down these best practices in GDPR and first-party data: solutions for a cookieless world<\/a>. <\/p>\n\n
Zero-Party Data: what are we talking about in a cookieless world?<\/h2>\n
A new context: cookieless and GDPR<\/strong><\/h3>\n
Definition: voluntarily declared data<\/strong><\/h3>\n
Third-party, first-party, zero-party: the essential difference<\/strong><\/h3>\n
Why gamification is the ideal vehicle for Zero-Party Data<\/h2>\n
The principle of fair value exchange<\/strong><\/h3>\n
The disappearance of the feeling of intrusion<\/strong><\/h3>\n
Designing the right value exchange<\/strong><\/h3>\n
Personality tests and profiling quizzes<\/strong><\/h3>\n
Interactive polls and swipers<\/strong><\/h3>\n
The personalized product recommender<\/strong><\/h3>\n
Leveraging Zero-Party Data in your CRM ecosystem<\/h2>\n
Granular segmentation of your databases<\/strong><\/h3>\n
Ultra-personalized email and automation workflows<\/strong><\/h3>\n
Seamless integration thanks to Adictiz connectors<\/strong><\/h3>\n