Straight from snowy Park City, the ad tech experts are talking “haves and have-nots” at OMMA’s Search Insider Summit on Tuesday afternoon. Nothing to do with socioeconomic trends, they’re addressing the great divide between those companies (think Google and Microsoft) with the millions to make sense of big data and attribution signals, and everyone else. “There are the big [players] that have millions of dollars to spend on … examining the data” -- in order to separate valuable insights from all the noise -- and the many, many marketers that don’t, said Kevin Lee, Chairman and CEO of search engine services startup Didit. “Clearly, Google and Microsoft are in the position … to knit this information together … and maybe Facebook,” Lee noted. Worse yet, “It’s only going to get worse!” Phil Barrett, former SVP of ecommerce at 1-800 CONTACTS, said of this particular digital divide.