in 2022 due in part to Apple’s changes — and sent them hunting for new ways to track how people behave. That’s where zero-party data comes in.“Consumers are becoming more privacy savvy,” said Forrester marketing analyst Stephanie Liu, noting that the less data companies get from creepy tracking technology, the more data they need from users themselves.The spirit of zero-party data is a consensual transaction, said Liu.
Tapestri, for instance, sells location data to third parties and gives you a chunk of that revenue — those third parties could be vigilantes, insurance companies or even your employer, and you wouldn’t know, noted Forrester’s Liu.Harrison said Tapestri’s buyers are largely advertising and research entities, and it doesn’t knowingly sell to law enforcement.
The app Caden, which plans to give users cash if they’ll pair their online accounts such as Netflix and Amazon, said it expects users to make $5 to $50 a month in the near future.In all these cases, it’s tough for individual users to assess whether they’re getting a fair deal, said economist Glen Weyl.