Why We Need Personal Data Management Systems | The CYDigital Blog | Scoop.it
Zero party data often stems that service-for-information tactic, and although this may well change the face of marketing owing to its mutually beneficial nature, any privacy trade-off is still problematic.

We’ve come a long way since technologically fuelled data-hungry strategies became mainstream. As a result, the notion of privacy feels utopian. Hope, however, isn’t lost. A consumer data management platform may bring the idea into realism. 
Businesses around the globe regard data as their most valuable asset, but somehow consumers haven’t tuned into this thinking as of yet. Although optimistic that public concern for how their data is used has increased, a core problem remains that privacy and data are confusing.