“Zero-party data” is a term coined by Forrester. According to the words of Stephanie Liu, zero-party data is:
“Data that a customer intentionally and proactively shares with a brand, which can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize her.”
In short, zero-party data is a more sustainable and transparent way of capturing data as the individual has agency over what they choose to share. Swash takes this a step further by enabling users who share their data to benefit from the value it generates too.