Zero Party Data refers to data that consumers willingly share with businesses, often through direct interactions or surveys. It’s gaining popularity due to privacy concerns and the desire for better personalization. By allowing consumers to share data willingly, businesses can build trust, offer tailored experiences, and reduce reliance on third-party cookies. Zero Party Data enhances segmentation, targeting, and customer experiences. However, businesses must approach data collection ethically and transparently. By providing value in exchange for data and using it responsibly, they can create strong customer connections in the evolving landscape of data privacy and eCommerce.