Consumers are willing to share data with advertisers, as long as they are made fully aware of the value exchange, according to a new WARC Exclusive by Criteo’s Kenneth Pao.

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While first-party data is collected by brands, ‘zero-party data’ – a term first coined by Forrester Research – is data that consumers share proactively. This could include their explicit interests and preferences, helping brands to improve personalisation without relying on third-party cookies.

How does it work in practice?

• Air New Zealand’s ‘You Say Yay’ campaigninvited travellers to visit its site, answer...