Toward a New Foundation for Zero-Party Data! 'Croissant' Launches Co-Creation Partner Program
on the bakery Co., Ltd. has redefined its no-code interactive content tool 'Croissant' as a zero-party data platform and launched a partner program for MA/CDP vendors and ad agencies.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 18:30
- 🔍 Collected: April 14, 2026 at 10:01
- 🤖 AI Analyzed: April 19, 2026 at 18:45 (128h 44m after Collected)
"on the bakery Co., Ltd." (Headquarters: Yokohama City, Kanagawa Prefecture; CEO: Yuya Ido), which develops and provides the marketing tool "Croissant" that allows users to create online gacha, diagnostics, and surveys without coding, announced on April 11, 2026, that it has redefined "Croissant" as a foundational platform supporting the acquisition and distribution of zero-party data. It has launched the "Croissant Co-creation Partner Program," a collaboration framework to materialize its utilization across industries.
Under this program, the company begins recruiting collaboration partners across 6 categories: CDP/MA/CRM vendors, advertising agencies/digital marketing support companies, data consulting firms, municipal DX support companies, industry-specific SaaS, and media/publishers.
Background
The next question after the Cookie regulation debate is, "How to utilize the data voluntarily provided by customers"
In April 2025, Google announced its policy regarding the handling of third-party cookies in Chrome, maintaining an approach that allows users to select their current settings without introducing a new standalone prompt. With this, the widely discussed transition to a uniform "cookie-less era" can be said to have reached a milestone.
However, on the frontlines of corporate marketing, issues persist due to the following background factors:
- Restrictions by Safari's ITP
- Rising awareness of personal information protection
- Changes in tracking consent rates
- Changes in search and information-gathering behavior due to the spread of generative AI
These factors reveal the limitations of relying on third-party data for customer understanding.
Amidst this, "zero-party data" is gaining renewed attention. Zero-party data refers to information such as preferences, intentions, and interests that customers intentionally provide to companies and brands. For companies, its significant value lies in being actionable data based on the customer's own intentions, rather than mere speculation.
Moving away from a "passive context" of merely responding to cookie regulations toward active data utilization for building direct relationships with customers. The positioning of zero-party data is currently undergoing a major shift.
"Participatory Content" can be a new touchpoint for acquiring zero-party data
Through "Croissant," on the bakery Co., Ltd. has provided an environment for corporations, local governments, idol management companies, and creators to create and operate participatory content like online gacha, diagnostics, and surveys without coding.
What has become evident through our operational support is that participatory content can function not just as a sales promotion measure, but as a touchpoint where customers feel compelled to provide information voluntarily.
For example, in diagnostics and surveys, it becomes easier for users to input their attributes, preferences, and interests while having fun. Compared to traditional one-way form inputs, it is easier to connect this to information acquisition while maintaining the experience value.
Furthermore, because the acquired data can be linked to external systems via Webhooks and APIs, the process does not end with acquisition. It can be connected to execution platforms like CRM, MA, and CDP, creating an operational cycle that feeds back into marketing activities.
Based on these characteristics, we are positioning "Croissant" not merely as a tool for creating online gacha, diagnostics, and surveys, but as a marketing platform for acquiring zero-party data and connecting it to utilization.
What is the "Croissant Co-creation Partner Program"?
The "Croissant Co-creation Partner Program" is a collaborative framework aimed at the social implementation of new marketing applications originating from zero-party data across various industries.
Rather than a one-off sales agency system, we envision mid-to-long-term co-creation that includes technical integration, joint solution development, joint PR, and joint case study creation. By combining the strengths of each company with Croissant's participatory content platform, we aim to create more practical use cases.
Target Categories for Recruitment
1. CDP/MA/CRM Vendors
Technical collaboration to enhance connectivity for zero-party data utilization through Webhook/API integration and connector development.
2. Advertising Agencies / Digital Marketing Support Companies
Collaboration in sales and execution, including proposals utilizing participatory content, operational support, and joint plan design.
3. Data Consulting / Research Companies
Collaboration aimed at advancing data utilization, such as acquisition design, analysis, effect measurement, and segment utilization design.
Under this program, the company begins recruiting collaboration partners across 6 categories: CDP/MA/CRM vendors, advertising agencies/digital marketing support companies, data consulting firms, municipal DX support companies, industry-specific SaaS, and media/publishers.
Background
The next question after the Cookie regulation debate is, "How to utilize the data voluntarily provided by customers"
In April 2025, Google announced its policy regarding the handling of third-party cookies in Chrome, maintaining an approach that allows users to select their current settings without introducing a new standalone prompt. With this, the widely discussed transition to a uniform "cookie-less era" can be said to have reached a milestone.
However, on the frontlines of corporate marketing, issues persist due to the following background factors:
- Restrictions by Safari's ITP
- Rising awareness of personal information protection
- Changes in tracking consent rates
- Changes in search and information-gathering behavior due to the spread of generative AI
These factors reveal the limitations of relying on third-party data for customer understanding.
Amidst this, "zero-party data" is gaining renewed attention. Zero-party data refers to information such as preferences, intentions, and interests that customers intentionally provide to companies and brands. For companies, its significant value lies in being actionable data based on the customer's own intentions, rather than mere speculation.
Moving away from a "passive context" of merely responding to cookie regulations toward active data utilization for building direct relationships with customers. The positioning of zero-party data is currently undergoing a major shift.
"Participatory Content" can be a new touchpoint for acquiring zero-party data
Through "Croissant," on the bakery Co., Ltd. has provided an environment for corporations, local governments, idol management companies, and creators to create and operate participatory content like online gacha, diagnostics, and surveys without coding.
What has become evident through our operational support is that participatory content can function not just as a sales promotion measure, but as a touchpoint where customers feel compelled to provide information voluntarily.
For example, in diagnostics and surveys, it becomes easier for users to input their attributes, preferences, and interests while having fun. Compared to traditional one-way form inputs, it is easier to connect this to information acquisition while maintaining the experience value.
Furthermore, because the acquired data can be linked to external systems via Webhooks and APIs, the process does not end with acquisition. It can be connected to execution platforms like CRM, MA, and CDP, creating an operational cycle that feeds back into marketing activities.
Based on these characteristics, we are positioning "Croissant" not merely as a tool for creating online gacha, diagnostics, and surveys, but as a marketing platform for acquiring zero-party data and connecting it to utilization.
What is the "Croissant Co-creation Partner Program"?
The "Croissant Co-creation Partner Program" is a collaborative framework aimed at the social implementation of new marketing applications originating from zero-party data across various industries.
Rather than a one-off sales agency system, we envision mid-to-long-term co-creation that includes technical integration, joint solution development, joint PR, and joint case study creation. By combining the strengths of each company with Croissant's participatory content platform, we aim to create more practical use cases.
Target Categories for Recruitment
1. CDP/MA/CRM Vendors
Technical collaboration to enhance connectivity for zero-party data utilization through Webhook/API integration and connector development.
2. Advertising Agencies / Digital Marketing Support Companies
Collaboration in sales and execution, including proposals utilizing participatory content, operational support, and joint plan design.
3. Data Consulting / Research Companies
Collaboration aimed at advancing data utilization, such as acquisition design, analysis, effect measurement, and segment utilization design.