WTF is composable identity?

This WTF guide, sponsored by Adstra, explores how composable identity is changing how marketers target and engage consumers across a fragmented ecosystem, future-proofing their marketing strategies against industry and regulatory changes.

Amid evolving privacy regulations, signal loss and the ongoing fragmentation of user identities, brands face growing challenges around targeting and measurement. Since brands can no longer rely on a single persistent identifier to link their disparate efforts  — 86% of e-commerce users are not logged in, and thus anonymous — they struggle to create a holistic and comprehensive view of their prospects and customers.

To keep up with these rapidly changing digital landscapes and consumer journeys, brands need flexible identity frameworks that ensure continued audience addressability, personalization and measurement.

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