Cheetah Digital recently announced today it has acquired Wayin, a global leader in zero-party data collection and activation. The acquisition strengthens Cheetah Digital’s ability to help marketers collect zero- and first-party data and preference insights to drive hyper-personalized, real-time experiences and meaningful customer engagement across all channels and stages of the customer lifecycle.
Marketers Turn to First- and Zero-Party Data
Data is the lifeblood of modern marketing, yet bad data is fueling ineffective personalization, consumer mistrust, and has helped usher in a new age of privacy. Consumers are still willing to share their data, but only if they receive unique value in return (e.g., personalized offers, content, etc.). The surge in regulations and consumer demands have left marketers wondering how to acquire new, opted-in customer data in their marketing efforts. Forrester Research says, “Consumers want control over their info, so marketers will turn to zero-party data. While regulations like Europe’s GDPR and Vermont’s data broker registration law whittle away access to third-party data, marketers will need new ways to augment their existing first-party data. All hail zero-party data.”
