The Rise of Zero Party Data

The rise of zero party data was sort of born out of this iOS 14 onward crisis with the degradation of the data given app tracking transparency. There's actually probably a lot more potential avenues of collecting or curating and hopefully collating and actioning this zero party data that consumers might be wanting to give you. But in what context would someone willingly offer up this very valuable personal data and this private information? A lot of people do care about privacy and it's become a topic and conversation.