| 2020 Path A: Lack of clarity leads to little change from search marketers. This outcome seemed like a real possibility in the first week of January as California enacted CCPA while enforcement deadlines got delayed. It was not yet clear what enforcement would look like later in the year and it appeared, despite big promises, that tomorrow would look a lot like today. This path looked less likely after the second week of January. That leads us to the next section. 2020 Path B: Compounding tracking limitations keep marketers on their heels. Already in 2020 we have seen CCPA take effect, Chrome put cookies on notice, stocks for companies that rely on third-party cookies tumble, and the sacrifice of data providers that threatened consumer trust. And that's just January. 2020 Path C: Correction as consumer fear eases in response to industry action. The backlash to tracking and privacy is a reaction to imbalance. Consumers are protecting their data, politicians are protecting their constituents, and platforms are protecting their profits. As difficult as it is to see from our vantage point today, it's most likely that these imbalances will normalize as stakeholders feel safe. The question is how long it will take and how many counter adjustments are required in the wake of over or under correcting. As digital marketers, who in some ways represent both the consumers with whom we identify and the platforms with whom we depend, are in a unique position to expedite the correction and return to balance. – Andrew Garberson is SVP of marketing services at Bounteous | 
