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A digital identity is the body of information about an individual, organization or electronic device that exists online.

Unique identifiers and use patterns make it possible to detect individuals or their devices. This information is often used by website owners and advertisers to identify and track users for personalization and to serve them targeted content and advertising.

A digital identity arises organically from the use of personal information on the web and from the shadow data created by the individual’s actions online. A digital identity may be a pseudonymous profile linked to the device’s IP address, for example, or a randomly-generated unique ID. Digital identities are seen as contextual in nature since a user gives selective information when providing authentication information.

“Our lives will be facilitated by a myriad of adaptive applications running on different devices, with different sensors, all of them collecting tidbits about everything we do, and feeding big digital brains that can adapt applications to our needs simply because they get to know us.”

- Márcio Cyrillo