Google dropping their cookie in 18 months is a pending catastrophe for anyone caught unprepared.

The biggest challenge facing online marketing experts is this exact thing. Identity Resolution is going to be a critical component of anyone’s marketing mix. Unfortunately, there are only 2 data companies (Axiom and Audience Acuity) that offer identity resolution solutions at an individual level and only 1 of those (Audience Acuity) actually offers a persistent PII Identifier to trace consumers from product through to purchase, across multiple channels and devices in and online/offline scenario.

The ability to identify and resolve the identity of one’s anonymous web traffic (typically 90% of all web traffic) is also a new phenomena and will work without the Google Session cookie that is being eliminated in 18 months. All marketing professionals should be aware of the differences in Identity Resolution. Not all products are the same.

For full disclosure (and no intent for this to be a cheap plug), we’ve integrated the Audience Acuity data set into our platform, and are the only company that isn’t a Fortune rated company to have a license to this data. Audience Acuity has the only Super Identity Graph on the market. I’m happy to make direct referrals to Audience Acuity if you already have the infrastructure to do something with the data once you have it, as well as maintain the necessary privacy and compliance standards required by law / regulation before engaging your target audiences with Email, Custom Social Media or Call Center.

I apologize if this came off as a plug, the intent is only to help readers understand the peril of their marketing efforts are in, if they or their agencies don’t plan for the pending changes in 18 months.