How will zero-party data influence trust scoring?

Zero party data, information customers intentionally share about their preferences, may influence future trust scoring. Senders with verified preference data demonstrating explicit consent and stated interests could receive preferential filtering treatment.

This represents evolution beyond implicit consent toward verified preference management. Mailbox providers might integrate with preference centers or recognize standardized formats for conveying subscriber declared interests.

The shift incentivizes building genuine preference relationships rather than relying on assumed consent from email capture. Senders investing in preference management infrastructure gain deliverability advantages as zero party signals become filtering factors.