Sponsored by Adstra  •  August 14, 2025  •

For some companies, this means finding one partner that is capable of handling all tasks. For others, it means finding a solution that can fill in, or complement and improve, their existing identity core. This mirrors broader trends in media supply path optimization, where marketers are integrating technology stacks to reduce costs and complexity and to improve efficiency and control.

These strategy shifts reflect a more mature business approach to identity management. Companies have a clearer understanding than in the past of what identity infrastructure partners must deliver and how they can evaluate identity providers based not only on capabilities, but also on their abilities to fit into a broader architecture.

Evaluating identity partners for coverage and composability

When a brand begins to consolidate its identity stack, its most immediate priority is often achieving comprehensive coverage. The brand wants to know whether an identity provider can support key functions such as data, resolution, enrichment, activation and measurement — a practical and valid focus on breadth.

However, no identity provider can meet a brand’s need in every scenario. Some identity requirements will fall outside the scope of any single partner, especially as business models, channels and regulatory environments evolve. But, instead of reverting to a patchwork of point solutions, companies are seeking identity partners that can operate within a broader system.

This is where composability becomes essential. A composable partner offers modular capabilities that integrate easily into an existing infrastructure. These capabilities can be deployed to address specific needs, fill in functional gaps or support future use cases as requirements change.

The most effective identity partners are both comprehensive in scope and modular in design. They support existing identity architecture while enabling flexibility in the future.

How brands can avoid redundancy during provider consolidation

Currently, a single-provider model dominates identity infrastructure. Companies that want to simplify their identity management strategies generally seek a single solution to meet their needs. As a result, most identity providers market themselves to address that need, promising that a single platform can meet a brand’s every need with its best-in-class capabilities.

While a single-provider solution may appeal to many companies, and some single providers can streamline procurement of services and technologies, this model often leaves gaps in functionality or customization. Platforms may perform certain tasks well, but be insufficient in others. Therefore, a company that sought simplification through a single provider will eventually need to introduce additional partners to fill those gaps — returning to the very complexity it aimed to eliminate.

A more effective approach to identity stack consolidation is to define a strategic identity core and surround it with composable extensions. This allows companies to retain provider control, address specific consolidation needs and evolve an identity stack without starting over.

Key capabilities required for provider consolidation

Successful identity provider consolidation depends on the provider being able to offer two key capabilities: coverage and composability.

Coverage includes the range of identity services a partner can provide immediately — enabling teams to execute services promptly.

Composability refers to how easily those services can be adapted, extended or integrated with other elements in the identity stack — allowing teams to adapt workflows and services over time.

This dual framework supports strategic business planning and reduces the risk of future identity service disruption. It also echoes broader trends across the media and technology stack, where simplification and integration are driving new models of efficiency.

Why now is a strategic moment for companies’ identity teams

Identity provider consolidation is not simply a technical measure or a procurement task for companies. It is a broader business shift in how organizations approach data management, performance measurement and activation support.

Brand teams that adopt a composable identity model gain greater agility and control by working with fewer identity partners while maintaining access to specialized capabilities. They also position themselves to respond more effectively to future identity management changes, whether from regulation, signal deprecation or channel fragmentation.

Composability provides a stable foundation for long-term business success. It creates an identity infrastructure that is not only efficient, but also adaptive, sustainable and aligned with a business’s overall enterprise goals.

Sponsored by Adstra