https://techcrunch.com/2021/11/12/techcrunch-roundup-collecting-zero-party-data-airbnb-ceo-interview-crypto-volatility/ > Back when most commerce took place on the local high street, shoppers who exchanged personally identifiable information with merchants received something in return. > Shops kept track of customers’ hat, shoe and dress sizes, along with their birthdays, anniversaries and personal preferences. In return, buyers got a first look at new products and service that anticipated their wants — personalized shopping.