The Evolution of Consumer Identity: 10 Predictions for 2015, Part 2

Growth in consumer demands for personalization, omni-channel experiences and data transparency caused leading brands to reevaluate the way they collect, store and apply customer identity data in 2014.

As 2015 draws near, we’ve taken stock of growing trends, examined industry forecasts and consulted our crystal ball to compile a list of ten consumer identity-related predictions poised to impact businesses over the course of the next year.

Last week, we shared our first 3 predictions for 2015. Now, let’s take a look at the next 2 predictions on our list.

Prediction #4:  First-Party Identity Data Will Continue to Replace Third-Party Cookie Data

Not only is being unknowingly “cookied” and tracked across the Internet a violation of consumer privacy, but third-party cookies provide merely a peek at device-specific browser history that may or may not belong to a known user.

Cookies are simply not effective across mobile devices, which now comprise up to 55% of total monthly Internet activity in the US. As customer demands for privacy and personalization escalate in 2015, so will the adoption of identity data among leading businesses aiming to construct a permission-based, omni-channel view of their customers.

Prediction #5:  Facebook Will Maintain Its Majority Position as an IdP

Despite fierce competition across the social login landscape, Facebook has managed to cling to its position as the majority IdP across devices, industries and locations.

In fact, the world’s largest social network even made incremental gains following the addition of new Facebook Login consumer data controls in Q2 2014. These new features, which include line-by-line permissions and anonymous login, have had a positive impact on consumers’ perception of the social network and usage of Facebook as an IdP, which we will continue to see throughout 2015.

Tune in next week for more predictions, or click here to download all ten of our 2015 identity predictions.

By Tobias Meyer-Grunow