Ad formatvszero-party data

Ad formats that actively solicit user input—such as interactive polls, quizzes, preference centers, or customizable product showcases—serve as practical mechanisms for collecting zero-party data directly from consumers. This data, voluntarily and proactively shared by users, includes preferences, intentions, and interests that are not inferred but explicitly provided. By designing ad formats that encourage or require users to disclose such information, marketers can obtain high-quality zero-party data that enhances personalization, targeting accuracy, and customer experience. For example, a branded quiz embedded within an ad can capture a user’s style preferences, which then informs tailored product recommendations both within the ad ecosystem and across owned channels. Thus, the choice and design of ad formats directly influence the volume and quality of zero-party data collected, enabling marketers to build richer customer profiles without relying on third-party cookies or inferred data models. This synergy supports privacy-compliant data strategies and improves campaign effectiveness by aligning messaging with self-declared consumer intent.