Companies today are being faced with business-critical yet seemingly conflicting topics; how to build trust, loyalty and personalized experiences that fuel growth in a world of fading cookies and GDPR. There has never been more urgency than now to focus on strategy and technology to meet the demands of the privacy-conscious consumer. The collection of data and its management is core to this challenge, but current identity methods are missing the opportunity to solve it with legacy approaches and risk-based thinking. At IndyKite, we believe that facing this mounting challenge requires us to make leaps in both our thinking and technology implementations. Join us as we challenge the current operating state and discuss what the world might look like when we have the tools to power a truly customer-centric ecosystem - one where consumer data ownership and personalized services that fuel growth are no longer at odds.