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To be clear, volunteered user data's naming convention depends on the source. Calling it zero party data is *nonsense* because you're using words that have meaning and then removing the meaning. Are zero entities party to the data b/c it's my paper journal next to my bed? No...Permalink On twitter.com
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The types of data source here have been around in the form of survey company data collection for years and is most often circulated via 2nd party data deals. Who is party to the data is situational, you can't just call it "zero party". morningbrew.com/marketing/stories/2022/02/02/is-zero-party-data-a-real-thingPermalink On twitter.com
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Ex: I filled out surveys about my buying preferences for now sadly expired Amtrak points. At the time I filled it out, it was first party data, a transaction between me and Amtrak. I expect Amtrak's survey vendor to pay Amtrak to hold that data and resell it at some point...Permalink On twitter.com
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When the survey vendor pays Amtrak to extract that data it becomes 2nd party data (they are a party to that data that is not the first party but exists outside of my context--so are not involved in that immediate transaction)...Permalink On twitter.com
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... and when that vendor resells that data in a package to an advertiser, it's still 2nd party. They can then load that data into their database, shunt it into a buying platform, which then uses it to match with data collected by following me around. Now it's 3rd party! ...Permalink On twitter.com
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So it's the same data but what we call it depends on what company is... ahem... party to that data and how far removed it is from that initial transaction, along with the method of acquisition. At no point tho is there a *zero-ith* party. That's a very bad linguistic constructionPermalink On twitter.com
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Of course, this is very confusing b/c lawyers define these things differently than ad tech, so even trying to add a zeroith party would mean a third layer of ad tech confusion... which is sort of *intentional* because the more confused you are the less you can protest...Permalink On twitter.com
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Like I don't think any of us would say that when we fill out an ad survey on YouTube (which happens all the time) that turns Google into some other type of entity relative to the user...Permalink On twitter.com
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But I do understand that there's an interest in differentiating between data collected about and on you by a company vs the data you intentionally volunteer. That's a useful distinction between behavioral and 1p demographic targeting. BUT...Permalink On twitter.com
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This is useful differentiation in a technical and legal sense for conversations about regulating user privacy and so... if you want to draw that line in conversations with privacy advocates... you likely shouldn't use a term that's basically custom built to frustrate them...Permalink On twitter.com
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I also suspect that this differentiation is coming out of a fundamental misunderstanding of the objections of privacy advocates around data collection...Permalink On twitter.com
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The objections that come from the Surveillance Capitalism crowd are around the misuse of data about users. And it feels like this idea of "zero party" is meant to address that, but if so, it's very wrong...Permalink On twitter.com
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The behavioral surplus is about the surplus of data that comes from *prediction* of user behavior not *collection* of user data & so this 'party' distinction is not a meaningful hedge against objections on the basis of "surveillance advertising"...Permalink On twitter.com
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That platforms have the power to leverage rewards for users to get them to volunteer their data is understood by this construct to be *explicitly part of the problem*. So the idea that "volunteered data" is somehow bypassing the issue is incorrect...Permalink On twitter.com
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People have been surveying readers and using that data to sell ads literally forever. Trying to pretend this is some hot new tech vertical is very silly and likely to end up with people missing what was learned in previous generations and getting sued over selling people's data.Permalink On twitter.com
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Also... if you're talking about collecting user data through volunteered surveys for marketing use and you're not talking about BuzzFeed Quizzes, the absolute most masterful innovator of the form, then what are you even doing?Permalink On twitter.com
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Anyway.... it's first party data ok? The only thing that makes it different is you're collecting it with the intent to sell it to someone else through some mechanism or another. Let's not confuse things even worse just because you need a hot new word for your VC pitch deck.Permalink On twitter.com
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The only time I will accept "zero-party data" as a term is if it's journaling software with end to end encryption syncing to the cloud and zero analytics. Otherwise you're just intentionally confusing the matter.On twitter.com
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