While domestic headlines are more divided than ever, there is a unifying theme for consumers moving forward: data protection and transparency. That means brands will have to prioritize data security from now on. Regulations are a driving factor in this trend as new consumer protections are beginning to align the U.S. with the EU. This shift will make probabilistic techniques a prime method in an area where deterministic data prevailed. Probabilistic methods can affect a larger set of individuals in the privacy age more effectively. The privacy first mentality taking over the U.S. is a big win for global marketing brands which can streamline strategies as regulation is similar around the globe. These changes will also make scaling for marketing and advertising simpler.