With a shift in today’s concerns on personal privacy, access to data is becoming more and more restricted. The BIG TECH companies have heard you, driving Apple and Google Chrome to jump on the band wagon and begin to restrict access to data by social media. This is causing social platforms such as Facebook to rethink their advertising and social marketing strategies. Zero party data is now, more than ever before, a meaningful way to market and segment your audience so that you then have unlimited access to the data. The benefits of this are a more personal relationship with your customers, cheaper acquisition costs and higher ROI for your marketing campaigns.