Playbook·April 19, 2026·Strategy Desk
The zero-party data playbook for 2026
Cookies are gone. Intent signals are the new oil. A practical guide to capturing them at scale.
Zero-party data — information shoppers willingly hand over — is the most defensible asset a brand can build. Quizzes, guided journeys and AI conversations are the new collection layer.
In this playbook we cover the four pillars: invitation, value exchange, signal capture, and activation across email, ads and on-site personalization.