Let’s be honest. We all know this era was coming in digital marketing and sales.

I’m talking about the era where the many players can’t agree on core tenants of how to have the whole thing work well together.

But with Google going its own way on privacy and thumbing its nose at the Unified ID brought forward by The Trade Desk and other top companies in ad tech, we are past the era where we don’t know what’s next in the post-cookie world and are onto the era where we don’t know what all is next. A multiplicity of identity options looks to be the answer, which is just stupid and, frankly, incredibly self-serving to the biggest players, who are probably betting on this becoming an arm’s race with their solution fueling the whole ecosystem someday.

We Saw This Digital Divide Coming