Technology Vision 2023 | When Atoms meet Bits #TechVision with us, opening the door to fraud and fractured This is why digital identity is attracting such experiences. A recent study showed that over half signi昀椀cant investment. At a time when we are of consumers have abandoned a purchase or reimagining the relationship between our digital booking online because they forgot their password and physical lives, we want to avoid the mistakes 65 Invalid and retrieving it would take too long. of the past. Leading innovators are creating this traf昀椀c (the traf昀椀c comprised of bots and fake base layer of identity that has long been missing users) accounts for 40% of all web traf昀椀c, which and forging solutions that will become nothing 66 is a major issue for security and marketing teams. short of our new on-ramp to the web. And ad fraud, including click fraud (when invalid traf昀椀c engages an online ad), is costing businesses between $35-40 billion dollars annually, surpassing 67 losses from global credit card fraud. As the signi昀椀cance of our digital lives has grown, the problems have only become more acute. For instance, customers may inadvertently use multiple email addresses for a single service, and barring an onerous reconciliation process, this means multiple pro昀椀les for the same customer or vendor may exist, leading to billing issues, frustration with loyalty programs, problems processing returns and deliveries, and more. In essence, the absence of strong core digital identity has become an arti昀椀cial limit on what we can do with technology, as well as a downside to business.