Identity at the Center #348 - The Identity Data Dilemma: Martech, Adtech, and IAM with Eve Maler
May 12, 2025
Eve Maler, digital identity futurist and co-inventor of XML, SAML and UMA, returns with sharp, playful insight. She explores non-human identities, personhood credentials and digital death. She untangles MarTech vs AdTech, argues for identity-as-product, and weighs consent, tracking, and organizational tensions in customer identity work.
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Widening IAM Maturity Gap
- IAM maturity varies widely and many organizations remain at an "average" level despite visible next-gen advances.
- Next-gen IAM is API-driven, policy-based, and minimizes manual touchpoints for adaptive decisions.
Non‑Human Identity Is Longstanding And Growing
- Non-human identities have long existed as service accounts and system identities, not just a new trend.
- The scale and importance of device and workload identities have grown with cloud, containers, and automation.
SXSW Talk To Broaden Identity Awareness
- Eve spoke at South by Southwest to reach audiences outside traditional identity circles.
- She tailored her talk to explain why individuals and businesses should care about identity.
