• First-party data: Information businesses collect on their audiences and customers. Belongs to the entity that collected it.  
    • Zero-party data is a type of first-party data, in which the data is collected from the consumer in exchange for something that benefits them. 
  • Second-party data: first-party data obtained from another business, usually a trusted source. 
  • Third-party data: information on audiences and customers gathered by data aggregators and sold to other businesses. Data aggregators still own the information, even after selling.