Google drops another adtech bomb claiming that hashed emails will not be the path forward for brands to makes matches for advertising. This means the efforts to get behind Unified ID 2.0, which was adopted by platforms such as LiveRamp and others, will not be viable long term. But what does all of this mean for the brand marketer? Rich and Tim break this down for you. Expect more coverage on Thinking Caps as the cookie continues to crumble.