2. GOODBYE PRIVACY
Since the advent of big data and emergence of personalization, consumers are embracing the concept of trading off privacy for much better experiences. While older generations seem skeptical about security and privacy, younger generations rethinking and forgoing privacy as a currency in exchange for freebies and other possibilities in the online world. In view of commercial potential, Google’s Identity-Based Pay Per Click Marketing and Facebook’s Custom Audiences are delving deeper into zero moment of truth territory.