The biggest thing going on in marketing right now, what is generating tens of billions of dollars in investment and endless scheming inside the bowels of Facebook, Google, Amazon, and Apple, is the puzzle of how to tie these different sets of names together, and who controls the links. That’s it. Other than this Game of Thrones power struggle among the great digital powers to control identity, targeting, and attribution, everything else is a parasitic sideshow scarcely worth the hassle of following.
