Identity Management Archives — MarTech Series https://martechseries.com/category/sales-marketing/id-mgmt/ Marketing Technology Insights Tue, 14 Apr 2026 15:02:22 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.5 https://martechseries.com/wp-content/uploads/2024/09/cropped-martech_series_logo-1-4-32x32.png Identity Management Archives — MarTech Series https://martechseries.com/category/sales-marketing/id-mgmt/ 32 32 Appdome’s IDAnchor™ Gets New Risk Intelligence APIs to Power Mobile Reputation & the Enterprise AI Age https://martechseries.com/sales-marketing/id-mgmt/appdomes-idanchor-gets-new-risk-intelligence-apis-to-power-mobile-reputation-the-enterprise-ai-age/ Tue, 14 Apr 2026 15:02:22 +0000 https://martechseries.com/?p=398527 New Server-to-Server Risk Intelligence APIs strengthen IDAnchor’s threat attribution and decision-ready risk intelligence across the mobile lifecycle.

Appdome, the leader in protecting the mobile economy, announced that its IDAnchor™ device identity and reputation product is now powered by a suite of new, Appdome-provided, server-to-server Risk Intelligence APIs. The new APIs provide operational reputation data and risk intelligence to the mobile backend and across the mobile business. As part of this release, IDAnchor will also use two new mobile identities, known as AppID and InstanceID, which provide a verified identifier for each mobile app (bundle ID) and maintain continuity of identity across updates, upgrades, and downgrades over time.

“At 1.3 trillion threat events per month and growing, we have the largest and most comprehensive data set of mobile threats,” said Tom Tovar, Co-Creator & CEO of Appdome. “It made sense for us to start to expose this via backend APIs and allow mobile brands to consume that data within well-understood and useful contexts to stop fraud and improve decisioning.”

Marketing Technology News: MarTech Interview with Stephen Howard-Sarin, MD of Retail Media, Americas @ Criteo

Risk APIs Built for the AI-Generation

Building on the recently announced Threat-Memory™ framework, which provides a threat intelligence substrate within mobile apps, the new Risk Intelligence APIs allow brands to access threat histories and risk intelligence tied to verified mobile identities directly in their backend systems.

These new APIs provide verified threat attribution and history, as well as agentic risk intelligence in real-time within mobile backends. They are designed to support enterprise AI development with continuous, on-demand, and verified threat data and risk intelligence from the mobile business.

“Mobile devices are more a part of daily life than ever,” said Eric Newcomer, Principal Analyst at Intellyx. “Cybercriminals and fraudsters know this and are constantly ramping up their attacks. Fortunately, mobile defense vendors such as Appdome continue to respond. Their new IDAnchor APIs are an important addition to strengthening mobile app protection as well as server side intelligence.”

The new Risk Intelligence APIs announced today as part of IDAnchor include:

  • DeviceMATCH™ — verifies whether mobile activities and interactions originate from the same physical device.
  • InstanceMATCH™ — confirms the authenticity of the AppID and continuity of the mobile app lineage across upgrades, updates, and downgrades
  • ThreatHISTORY™ — provides longitudinal threat evidence associated with IDAnchor’s identity context for the app, install, instance, device or user
  • MobileRISK™ — delivers AI-generated risk and reputation scores for devices, accounts, and sessions

As part of this release, Appdome introduced two new identities in its IDAnchor lineup. AppID, replacing the previously announced ReleaseID, provides the app’s signature fingerprint and an attestation from Appdome that the app has not been modified.  InstanceID™ is new and the first durable identifier that fingerprints the initial installation of an app and maintains continuity across each update, upgrade, and downgrade on a device.

“Binding granular threat data and threat history across verified mobile identities on Appdome’s backend creates so many possibilities,” said Avi Yehuda, Co-Creator & CTO of Appdome. “On the one hand, it can be consumed on the mobile backend to improve risk-based decisions. It can also empower mobile brands to leverage Appdome’s APIs as a trusted and verified source of threat data and identity context to enrich Enterprise AI models.”

Marketing Technology News: From MarTech Stack to MarTech Fabric: Weaving Brand, Content, and Conversion Into One Thread

Creating an Authentic Risk Pipeline

The sophistication and diversity of attack vectors are increasing. Network and fraud teams can no longer rely on inference-based risk scoring. They need to augment risk scoring with facts and correlate detailed runtime threat evidence with trusted, persistent identities across immediate, short, medium, and long-term time frames. With Appdome’s new APIs, mobile brands can do just that and:

  • Catch repeat offenders across mobile devices and accounts
  • Detect coordinated fraud and social media scams
  • Detect determined hackers and malware creators who reuse and manipulate application installs and device resets
  • Block high-risk devices used in fraud rings and device farms
  • Strengthen API authorization using device reputation and threat history
  • Reduce false positives by distinguishing new users from known high-risk hardware
  • Adapt authentication and transaction flows based on real-time risk

“Think of mobile risk as a data pipeline,” said Kai Kenan, VP of Identity & Reputation Solutions at Appdome. “Fraud and Identity team can’t perform risk-based decisioning on a single factor and risk false positives or negatives. Our APIs provide risk scoring but also provide detailed threat data attributed to the mobile identities that brands know and trust.”

APIs Built for Enterprise Decisioning

The new APIs allow mobile brands to retrieve intelligence from Appdome’s backend within secure server environments, enabling integration with fraud engines, case management systems, and risk orchestration platforms.

This backend-driven architecture supports:

  • secure decision orchestration
  • fraud workflow automation
  • risk-based authentication and step-up flows
  • device-level enforcement and bans
  • cross-channel risk intelligence correlation

“Secure access, threat data integrity, and continuous availability are built into our API services from the ground up,” said Srini Avernini, VP of Data & Infrastructure at Appdome. “We recognize that our new API services will be used for real-time and runtime decisioning in billions of mobile apps and as the bedrock for Agentic AI developments our customers invest in, and we’ve taken all of that into account in building the service.”

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
CLEAR and Snappt Close the Identity Gap in Property Management https://martechseries.com/sales-marketing/id-mgmt/clear-and-snappt-close-the-identity-gap-in-property-management/ Mon, 13 Apr 2026 11:28:07 +0000 https://martechseries.com/?p=398403 New case study shows how Snappt integrated CLEAR1 to strengthen applicant trust, help stop fraud, and reduce bad debt.

CLEAR, the secure identity company, and Snappt, an applicant trust platform built for the multifamily housing industry, released a new case study showing how Snappt integrated CLEAR1 into their Applicant Trust Platform to verify applicant identity alongside Snappt’s validation of financial qualifications giving owners and operators a more complete view of each applicant while keeping the leasing experience fast and renter-friendly.

Rental application fraud is rising across multifamily, and document checks alone are no longer enough. More than 93% of multifamily owners and managers report experiencing fraud, while increasingly sophisticated tactics — including AI-enabled identity fabrication — are making it easier for bad actors to slip through traditional screening processes. Snappt and CLEAR are helping the industry respond with a stronger, more connected approach to trust.

Marketing Technology News: MarTech Interview with Miguel Lopes, CPO @ TrafficGuard

In the first six months of the partnership, CLEAR1 helped Snappt identify more than 5,400 fraudulent applications and prevent more than $10 million in potential bad debt before those applicants reached leasing teams.

For leasing applicants, verifying with CLEAR is designed to be simple, predictable, and fast: those who have previously verified with CLEAR can confirm their identity instantly with a selfie. Applicants who are new to CLEAR complete a one-time setup—typically in under 90 seconds. From there, identity is confirmed through CLEAR1’s multi-layered approach: combining signals from biometrics, documents, and devices— and corroborating them against verified data sources behind the scenes.

“Rental fraud is evolving fast, and the industry needs stronger identity infrastructure to keep pace,” said Jon Schlegel, Chief Security Officer at CLEAR. “Our work with Snappt shows that high-assurance identity verification can help stop bad actors earlier in the process without creating unnecessary friction for legitimate applicants.”

Marketing Technology News: Is the Traditional CDP Already Out of Date?

“Fraud is rising across multifamily, but renters shouldn’t pay the price,” said Kyle Nelson, EVP of Corporate Strategy & Growth at Snappt. “Our goal is to make it easier for applicants to move through the leasing process while giving operators greater confidence in who they’re approving.”

Last year, CLEAR announced a partnership with Docusign to strengthen security against identity fraud. This latest partnership with Snappt demonstrates CLEAR’s commitment to helping enterprises stay ahead of the evolving threat landscape by leveraging frictionless identity assurance that can be seamlessly integrated.

Snappt and CLEAR plan to continue expanding the integration across markets, with a focus on strengthening identity verification earlier in the screening process as fraud tactics continue to evolve.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
New Omdia White Paper Highlights Growing Identity Risk as Deepfake and Credential Attacks Rise https://martechseries.com/sales-marketing/id-mgmt/new-omdia-white-paper-highlights-growing-identity-risk-as-deepfake-and-credential-attacks-rise/ Tue, 07 Apr 2026 12:29:16 +0000 https://martechseries.com/?p=398094 Recommends continuous and holistic approach to effectively combat
identity-driven threats targeting workforce, third parties, and customers

ID Dataweb, a recognized leader in identity threat detection and risk mitigation, announced the availability of a new industry white paper from technology research and advisory group Omdia titled “Controlling Identity Risk: Detecting and Mitigating Identity Threats.” The paper examines how attackers exploit weak, stolen, or otherwise compromised credentials across customer, third-party and workforce workflows, and why enterprises need a holistic approach to managing identity risk.

The report highlights that traditional identity and access management (IAM) approaches are no longer sufficient against threat actors armed with stolen data and increasingly sophisticated social engineering tactics. It presents an identity verification maturity model that progresses from credential-only authentication to step-up authentication, point-in-time identity verification (IDV), and ultimately continuous identity threat detection and risk mitigation.

Marketing Technology News: MarTech Interview with Haley Trost, Group Product Marketing Manager @ Braze

The advent of identity threat detection and risk mitigation

Identity threat detection and risk mitigation goes beyond IDV by analyzing the broader pattern of transactions associated with a credential, as well as activity across other credentials in the environment. It incorporates a feedback loop that enables continuous learning and refinement of the decision engine. This approach integrates adaptive identity verification, behavioral analytics, device and credential intelligence, and risk scoring to identify and mitigate threats in real time.

What to look for to effectively combat identity-driven threats

Identity use cases are diverse and often span multiple teams within an enterprise, each with distinct objectives and risk tolerances. To be effective, organizations must avoid siloed identity security strategies that optimize for individual teams but leave the enterprise exposed overall.

The report emphasizes the importance of solutions that provide, at minimum, the following capabilities:

  • Flexible risk detection and orchestration
  • Broad access to authoritative identity data sources and risk signals
  • Resilience across infrastructure, data, and identity verification services
  • Privacy preservation

This holistic approach enables organizations to deploy a single solution that integrates across multiple enterprise use cases—including customers, third parties (such as contractors and suppliers), and workforce—while reducing complexity, cost, and risk.

Marketing Technology News: From Data to Impact: How AI is Transforming Interactive CTV Ads

“Identity risk is no longer confined to a single login, transaction ,or device,” said Dave Coxe, Co-founder and CEO at ID Dataweb. “Organizations need a unified approach that can continuously verify the person behind the credential across the full identity lifecycle without adding friction for legitimate users.”

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
Ping Identity: Only 9% of Organizations are Prepared for Continuous AI-Driven Identity Threats https://martechseries.com/sales-marketing/id-mgmt/ping-identity-only-9-of-organizations-are-prepared-for-continuous-ai-driven-identity-threats/ Tue, 17 Mar 2026 14:12:58 +0000 https://martechseries.com/?p=396964 An independent global study finds that organizations meeting verified trust criteria achieve 51% higher transaction conversion and 43% lower fraud losses.

Ping Identity, a leader in securing digital identities for the world’s largest enterprises, released independent research showing that organizations that have operationalized continuous, contextual identity verification materially outperform peers across revenue growth, fraud reduction, compliance readiness, and workforce productivity as AI-driven interactions scale.

The white paper, conducted by International Data Corporation (IDC) and sponsored by Ping Identity, highlights a clear maturity gap between perception and execution, while more than half of organizations believe they lead in digital trust, only a small fraction has operationalized continuous, contextual identity verification at scale.

Based on a global survey of 794 organizations, IDC found that enterprises meeting verified trust criteria delivered statistically significant performance advantages across core enterprise metrics:

  • Customer registration conversion: 51% higher
  • Compliance readiness: 44% stronger
  • Fraud losses: 43% lower
  • Workforce onboarding time: 47% faster

Marketing Technology News: MarTech Interview with Stephen Howard-Sarin, MD of Retail Media, Americas @ Criteo

What is verified trust, and why is it important? 
IDC defines verified trust as “a continuous assurance that every digital interaction, whether human or machine/AI agent, is tied to an independently verified identity and remains trusted over time.” It enforces continuous, contextual verification for every identity-sensitive event using signals such as zero-knowledge biometrics with liveness detection, device posture, behavioral intelligence, and AI-aware risk analysis.

According to the white paper, this model “transforms identity from a static gate into a dynamic trust fabric.” This shift moves identity from a perimeter authentication event to a runtime control plane governing every authorization decision.

“In today’s threat landscape, identity can no longer be treated as a single authentication event. In an AI-mediated enterprise, every authorization decision must be continuously verified, contextualized, and governed,” said Peter Barker, Chief Product Officer at Ping Identity. “This research confirms that organizations embracing continuous, contextual verification reduce risk while unlocking measurable business value. Verified trust is how enterprises close the gap between confidence and control in an AI-driven world.”

Marketing Technology News: From MarTech Stack to MarTech Fabric: Weaving Brand, Content, and Conversion Into One Thread

Closing the Verified Trust Gap
Despite the measurable gains, IDC found a significant maturity gap between perception and reality. The study highlights several critical divides between leaders and early-stage adopters:

  • Perception vs. reality: 51% of organizations believe they are ahead of peers in establishing trusted digital identity, yet only 9% meet IDC’s criteria for verified trust leaders.
  • Verification coverage: 69% of leaders verify 75-100% of trust flows, compared to 16-19% of early-stage adopters.
  • Adoption at scale: 94% of leaders operate at enterprise scale across trust flows, while early-stage organizations remain confined to pilot deployments.
  • Passwordless maturity: Leaders embrace biometrics, passkeys, and digital wallets at 80–83%, while starters hover below 30%.

“Verified trust is no longer a design choice – it’s the prerequisite for operating at scale in AI driven environments,” said Emanuel Figueroa, Senior Research Analyst at IDC. “As AI increases autonomy and complexity, identity becomes the mechanism for control, accountability, and confidence. Organizations that establish this foundation early will move faster with less risk; those that don’t will accumulate cost, friction, and regulatory exposure over time.”

As enterprises accelerate AI adoption, verified trust across human and AI identities is foundational to maintaining control and accountability across every interaction. Ping Identity enables enterprises to operationalize verified trust across workforce, customer, partner, and AI identities—establishing a unified trust control plane that adapts in real time as risk, behavior, and machine interactions evolve.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
Knox Systems Appoints Former Okta President Charles Race as Strategic Advisor https://martechseries.com/sales-marketing/id-mgmt/knox-systems-appoints-former-okta-president-charles-race-as-strategic-advisor/ Thu, 26 Feb 2026 07:00:55 +0000 https://martechseries.com/?p=396035 Veteran identity and security executive joins Knox Systems to guide secure cloud and AI adoption across the federal government

Knox Systems announced that Charles Race, former president of Okta and current general partner at Windproof Partners, has joined the company as a strategic advisor. Race brings decades of experience scaling identity, security, and cloud platforms at enterprise and government scale-expertise that will help guide Knox as it accelerates secure SaaS and AI adoption across federal agencies.

Race served as president of Okta, Inc. from 2016 to 2021, where he helped scale the company into a global leader in identity and access management, supporting millions of users across highly regulated industries. Today, as a general partner at Windproof Partners, Race advises and invests in companies building foundational infrastructure for secure, cloud-based systems.

Marketing Technology News: MarTech Interview with Lee McCance, Chief Product Officer @ Adverity

As federal agencies modernize their technology stacks, identity, access, and trust have become central to mission success. Knox Systems enables agencies to adopt commercial SaaS and AI securely by providing a FedRAMP-authorized managed cloud and continuous compliance platform-removing the friction that slows modernization while strengthening security and resilience.

“Government modernization requires platforms that are secure by design and built to operate at scale,” said Charles Race, strategic advisor to Knox Systems. “Knox has established itself as a trusted partner to federal agencies by making it possible to adopt modern SaaS and AI fast without compromising security. I’m excited to support the team as they continue removing barriers to responsible innovation.”

Marketing Technology News: What is a Full Stack Marketer; What MarTech Matters Most to Full Stack Marketers?

“Charles has spent his career building and scaling trust on the internet,” said Irina Denisenko, CEO of Knox Systems. “His leadership at Okta helped define how organizations think about identity and security at scale. As government agencies increasingly rely on cloud and AI, his leadership will be invaluable as we help them modernize securely and responsibly.”

Knox Systems operates the largest federal managed cloud and is trusted by leading defense and civilian agencies to secure some of the government’s most critical systems. With more than 15 active ATOs and a decade of operational experience, Knox continues to set the standard for fast, resilient, and compliant federal cloud adoption.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
Omada Selected by Riverty Group to Support Identity Governance at Scale https://martechseries.com/sales-marketing/id-mgmt/omada-selected-by-riverty-group-to-support-identity-governance-at-scale/ Tue, 17 Feb 2026 13:44:13 +0000 https://martechseries.com/?p=395518 Riverty Group accelerates growth strategy with Omada’s scalable identity governance platform

Omada A/S (“Omada”), a global leader in Identity Governance and Administration (IGA), announced that Riverty Group has selected Omada to support its identity governance needs.

Riverty is a leading fintech company, and a Bertelsmann Group company, operating across Europe. With over 4,000 employees, Riverty offers a comprehensive range of payment, collection, and factoring solutions aimed at supporting individuals and businesses in managing cash flows. Riverty processes over 1 billion transactions each year.

Marketing Technology News: MarTech Interview with Haley Trost, Group Product Marketing Manager @ Braze

Driven by core values of trust, transparency, and sustainability, Riverty blends technological innovation with a human-centered approach to provide seamless and flexible payment options that support businesses and consumers along their entire transaction cycle.

Following an extensive evaluation, Riverty selected Omada to strengthen security and governance capabilities in support of its corporate growth. Omada will manage approximately 5,500 identities for Riverty and provide enterprise-level support. Riverty will begin with Omada’s Cloud Accelerator, which includes a guaranteed 12-week implementation backed by a proven best-practice framework, enabling rapid time to value and a scalable foundation for future needs.

Omada simplifies identity governance with a full-featured, cloud-native IGA solution that streamlines the management of user identities, access, and entitlements. With a focus on automation and user-centric design, Omada helps reduce manual tasks and enhance operational efficiency, supporting consistent enforcement of security policies, regulatory compliance, and access management at scale. By leveraging advanced capabilities such as AI-driven decision-making and role-based access control (RBAC), Omada enables stronger security and improved user experiences without the complexity traditionally associated with identity governance.

Marketing Technology News: Cross-Department Collaboration with Marketing Workflow Automation: Enhancing Alignment Between Sales, Customer Service, and Marketing Teams

Dominic Adenuga, Identity and Access Management (IAM) Lead, Tech Infrastructure Architecture & Strategy, Riverty, said: “In a highly regulated environment, we need governance we can prove, and a scalable identity operating model that supports Riverty’s growth across countries and teams.”

Gry Collignon, Managing Director, Omada GmbH, said: “Companies like Riverty operate in highly regulated environments and require robust identity governance to support both security and compliance. Omada makes IGA easier, more intelligent, and more efficient. We’re proud to support Riverty with cloud-native identity governance that delivers the agility and scalability needed to manage complex identity workflows.”

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
ID.me Appoints Former State Executive and Government Modernization Leader Mitch Melis as Field CTO, Public Sector https://martechseries.com/sales-marketing/id-mgmt/id-me-appoints-former-state-executive-and-government-modernization-leader-mitch-melis-as-field-cto-public-sector/ Wed, 04 Feb 2026 13:38:05 +0000 https://martechseries.com/?p=394971 ID.me, the market-leading digital identity wallet that simplifies how individuals securely prove their identity online, announced that Mitch Melis is joining the company as Field Chief Technology Officer, Public Sector. In this new role, Melis will serve as a trusted advisor and subject matter expert for ID.me’s government customers, helping them bridge the gap between technical vision and real-world implementation of ID.me’s technology.

“Government agencies need a partner who understands how to scale digital identity, find operational efficiencies, prevent fraud, and build user trust within real operational and compliance constraints,” said Chris Mills, Chief Revenue Officer at ID.me. “Mitch will be an outstanding advisor for agency decision-makers, because he has firsthand experience navigating and overcoming the challenges they often face.”

Marketing Technology News: MarTech Interview with Haley Trost, Group Product Marketing Manager @ Braze

Melis brings a proven track record of leading successful operational and digital transformations of government agencies and services.

Most recently he served as Commissioner of the Virginia Employment Commission (VEC), where he led a multi-year turnaround focused on workflow redesign, digital modernization, and trust-based identity integration—improving service delivery, eliminating backlogs, reducing call center demand, and strengthening fraud prevention. Under his leadership, Virginia’s unemployment system went from near last to leading nationally among peer states.

Previously, Melis served as Director of the Virginia Department of Professional and Occupational Regulation (DPOR), responsible for licensing and regulating more than 300,000 individuals and businesses. There, he led operational improvements that significantly reduced vacancy timelines and accelerated time-to-license across regulated professions. In addition to his agency leadership roles, Melis also served in a cross-agency advisory capacity focused on strategic innovation and operational modernization.

As Field CTO, Public Sector, Melis will engage directly with government CIOs, CTOs, CISOs, and senior program leaders—advising on digital identity best practices, compliance considerations, and how identity can be embedded across operations to improve service delivery and trust. He will also translate customer needs and operational insights into product feedback to inform ID.me’s ongoing innovation.

Marketing Technology News: From Data to Impact: How AI is Transforming Interactive CTV Ads

“Identity and trust are foundational to how people securely access essential services,” said Melis. “ID.me enables public-sector agencies to deliver that access at scale—reducing friction for users while strengthening security and preventing fraud. I look forward to helping agencies integrate identity as a core capability across programs and operations, so they can streamline workflows, protect public resources, and stay focused on their mission.”

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
Ping Identity Advances Universal Services to Redefine Trust in the Age of AI-Driven Fraud https://martechseries.com/sales-marketing/id-mgmt/ping-identity-advances-universal-services-to-redefine-trust-in-the-age-of-ai-driven-fraud/ Wed, 21 Jan 2026 07:40:42 +0000 https://martechseries.com/?p=394287 A new model for continuous, verified trust across every identity, every interaction, and every environment

Ping Identity, a leader in securing digital identities for the world’s largest enterprises, announced its Universal Services, a set of identity services that enable organizations to move beyond authentication and continuously establish, validate, and protect trust across every digital interaction.

As impersonation attacks, synthetic identities, and AI-driven social engineering accelerate, enterprises can no longer rely on authentication alone. Trust established at login quickly erodes across onboarding, account recovery, help desks, and high-risk actions. These are exactly the moments where modern attackers target. At the same time, most large organizations run complex, multi-provider identity environments with little tolerance for disruption.

Marketing Technology News: MarTech Interview with Miguel Lopes, CPO @ TrafficGuard

Universal Services address both realities. They deliver continuous identity assurance across customers, workforce, partners, and non-human identities across any identity provider, without forcing rip-and-replace decisions.

This shift toward verified trust brings identity security, assurance, and fraud prevention together into a single, continuous model for validating trust across digital interactions, before access is granted, during high-risk actions, and whenever risk changes.

“Trust can’t stop at login, and it can’t live inside a single identity system,” said Andre Durand, Founder and CEO of Ping Identity. “Universal Services give enterprises a way to continuously verify and protect identity across every interaction without dismantling the identity infrastructure they already rely on.”

From Authentication to Continuous Trust
For decades, identity security has centered on a single moment: authentication. Once access was granted, trust was assumed. That model no longer holds.

Today’s attackers exploit the moments where trust is established or re-established—during onboarding, recovery, support interactions, and sensitive transactions, not just at login. Verified trust shifts identity security from implicit, point-in-time authentication to explicit, continuous trust.

With continuous identity assurance, organizations can:

  • Validate trust before access is granted
  • Re-verify identity during high-risk actions
  • Adapt protections dynamically as risk changes

Because Universal Services integrate with existing identity providers using industry-standard protocols and APIs, enterprises can strengthen security without replacing existing systems.

Marketing Technology News: Is the Traditional CDP Already Out of Date?

One Control Plane for Enterprise Trust
Delivered through the Ping Identity Platform, Universal Services operate as a centralized trust and control layer that works alongside existing identity providers—not as a replacement. The platform brings together identity verification, risk evaluation, privacy-preserving zero-knowledge biometrics, orchestration, and fine-grained authorization within a single control plane. This allows enterprises to define, apply, and govern trust policies consistently across fragmented identity environments.

With Universal Services, organizations are enabled to:

  • Reduce fraud and account takeover
  • Lower operational costs by minimizing manual reviews and help desk dependency
  • Improve user experience through adaptive, risk-based friction
  • Modernize identity security without large-scale migrations

Built for Real-World Enterprise Environments
Universal Services were developed in response to customer demand for stronger identity assurance in complex, multi-provider environments. Rather than introducing another silo, Ping designed them to unify identity, security, and fraud signals across existing stacks. This approach supports workforce, customer, partner and agentic AI identities from a single orchestration layer.

Common use cases include verified onboarding, fraud-resistant access, secure account recovery, help desk protection, and adaptive authorization for high-risk actions. The same trust model extends naturally to non-human and AI-driven identities as enterprises adopt automation and agents at scale.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
Veratad Technologies Expands IDMax(SM) Reusable Identity Network Through Partnership with Trinsic https://martechseries.com/sales-marketing/id-mgmt/veratad-technologies-expands-idmaxsm-reusable-identity-network-through-partnership-with-trinsic/ Tue, 13 Jan 2026 13:56:40 +0000 https://martechseries.com/?p=393818 Veratad Technologies, a global leader in secure age and identity verification solutions, announced a significant expansion of its IDMaxSM reusable digital identity credentials network through a new partnership with Trinsic. This strategic integration enhances Veratad’s industry-leading identity orchestration platform, Veratad VX, by enabling access to over 1 billion more digital IDs through Trinsic’s ecosystem of trusted, third-party ID providers.

Veratad first introduced IDMax on February 1, 2024, as a pioneering capability within the Veratad VX platform that allows organizations to accept and trust reusable digital identity credentials issued by third parties, alongside traditional and advanced verification methods. Since its launch, IDMax has continued to evolve through strategic partnerships with leading identity credential issuers and providers, including integrations with CLEAR, PLAID, Signzy and other trusted networks.

Marketing Technology News: Martech Interview with Meena Ganesh, Senior Product Marketing Manager @ Box AI

By integrating Trinsic, Veratad expands its coverage to an additional 50+ networks, including bank-based IDs in the Nordics, mobile driver’s licenses in native wallets, and eIDs across Europe, reinforcing Veratad’s commitment to interoperability, flexibility, and future-ready identity acceptance.

As digital ID adoption accelerates, this integration ensures Veratad will continuously maintain industry-leading coverage by leveraging Trinsic’s role as a credential ecosystem aggregator. This means that Veratad customers will always be able to accept a broad range of third-party reusable identity credentials orchestrated in Veratad VX with other verification methods such as identity data verification, document authentication, mobile verification, Smart2FA, knowledge-based authentication, and biometrics.

“From the beginning, IDMax was designed to be an open acceptance network, not a credential itself, but a way to trust many,” said John E. Ahrens, CEO of Veratad Technologies. “By partnering with Trinsic, we are expanding the reach of reusable identity globally while preserving Veratad’s role as an independent orchestration layer for regulated, real-world use cases.”

Marketing Technology News: Feature-Rich to Functionally Effective: Adjusting your Martech Strategy

“Trinsic exists to make the fragmented digital ID ecosystem accessible,” said Riley Hughes, CEO of Trinsic. “By integrating Trinsic’s infrastructure for digital ID acceptance, Veratad has unlocked low-friction, high-assurance verification options for its customers in another 30 countries around the world, while maintaining trust and regulatory alignment.”

The expanded IDMax network, delivered through Veratad VX, enables organizations across industries, including financial services, e-commerce, gaming, social networks, healthcare, and age-restricted commerce, to reduce fraud, meet regulatory requirements, and improve the customer experience through secure, reusable identity acceptance.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>
CLEAR Launches CLEAR ID: A New, Free Way to Present Your ID at TSA Checkpoints with the CLEAR Mobile App https://martechseries.com/sales-marketing/id-mgmt/clear-launches-clear-id-a-new-free-way-to-present-your-id-at-tsa-checkpoints-with-the-clear-mobile-app/ Mon, 15 Dec 2025 12:01:43 +0000 https://martechseries.com/?p=392860 CLEAR, the secure identity company, announced the launch of CLEAR ID—a free, mobile digital ID that allows travelers to verify their identity at more than 250 TSA checkpoints directly from their phones using the CLEAR Mobile App, allowing them to keep their physical ID in their bag.

With CLEAR ID, U.S. passport holders can easily create and securely store a TSA-accepted digital ID in the CLEAR App for domestic travel. Once created, travelers simply present their CLEAR ID via QR code at TSA checkpoints across the U.S.

Marketing Technology News: MarTech Interview with Haley Trost, Group Product Marketing Manager @ Braze

“CLEAR ID gives travelers a new seamless way to move through the airport with confidence and win the day of travel,” said CLEAR CEO Caryn Seidman Becker. “We’re making it easier than ever to verify your identity with just the CLEAR App. Whether you’re a CLEAR+ Member or not, moving through security should be simple, secure, and in the palm of your hand. This innovation also paves the way for CLEAR ID to be recognized as a mobile first identity credential beyond travel.”

CLEAR ID is available to all travelers—no CLEAR+ Membership required. To create your CLEAR ID, download the CLEAR App, upload your U.S. Passport, and you’re ready to go.

For CLEAR+ Members, CLEAR ID adds an extra layer of convenience—especially in airports where CLEAR+ Lanes aren’t available – keeping all your travel information in one place.

Marketing Technology News: Cross-Department Collaboration with Marketing Workflow Automation: Enhancing Alignment Between Sales, Customer Service, and Marketing Teams

For non-CLEAR+ Members, CLEAR ID is a free option that securely stores your passport information in the CLEAR App and because your documents are already verified, it’s even easier to upgrade to CLEAR+ when you’re ready.

Whether you’re a frequent flyer or an occasional traveler, CLEAR ID offers a free and easy way to verify your identity at select TSA checkpoints nationwide. CLEAR ID applies only to domestic travel and TSA encourages all travelers using digital forms of ID to have their physical credentials with them.

Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

]]>