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There’s a new type of data offering brands an opportunity to build trust and loyalty with consumers: zero-party data.
Brands are facing a privacy and personalization paradox. Consumers want to feel heard by brands, but they’re not always comfortable sharing their data with brands. While 49% of consumers say they’re frustrated by receiving irrelevant content and offers, 45% of consumers aren’t comfortable sharing their personal data in exchange for more personalized....
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