There is an unexpected upside to the loss of tracking and the demise of third-party cookies. A recognized industry thought leader, Adam Broitman, Associate Partner at McKinsey & Company, tells me why the crumbling of advertising cookies brings a new recipe for customer engagement While tracking may be more difficult than ever before, a cookieless future also creates new opportunities to engage in a more meaningful way with customers and build a competitive advantage. The “reckoning” that hit an advertising industry (worth $152 billion in the U.S. alone) has become more of “a re-imagination” that compels brands to become more customer-centric and refocus on the basics. It all starts with a broader concept developed by McKinsey called data relationship management (DRM). If you’re a marketer, get used to this new acronym, as you’ll be using it soon. In this episode, we discuss the four main components you need to bake into marketing communications to master “privacy by design.”