Open ID seeks to balance convenience and privacy

Share this content:
Open ID seeks to balance convenience and privacy
Open ID seeks to balance convenience and privacy

As the number of Web sites offering per­sonalization grows, so does the number of logins and passwords for users to remem­ber. As a result, many Web users are now experiencing “login fatigue,” either forget­ting their usernames and passwords or refusing to revisit a Web site with a unique login. The inability to solve this problem hinders online marketers.

“People's inability to remember their username and password is frequently the biggest obstacle to return visits,” said Dagny Prieto, a New York-based user experience consultant.

One approach to solving the challenge is to implement technologies that allow users to create a single, secure digital identity that they control, much like consumers use one credit card to make purchases at different stores. With this capability, users can “become visitors and registrants with other sites without creating a new login or password,” said Bill Washburn, executive director of The OpenID Foundation, an organization formed to help promote, pro­tect and enable the OpenID technologies and community. He pointed out current examples of what he calls open, portable identities, such as a Google login which provides access Google services, from Gmail to Google Analytics.

New technologies such as OpenID aim to close the gap moving forward, allowing users to take their identity data to any Web site not only to log in, but also to use profile data. Sites currently utilizing OpenID include Plaxo and LiveJournal. ( also uses it.) Members of the OpenID Foundation include the BBC, Google, Yahoo, Microsoft, and IBM.

Kendall Allen, managing director of Incognito Digital, LLC, welcomes the moves. “In today's marketplace, where social media is an increasingly valid and powerful method for perpetuating both corporate and personal brand, digital identity management is crucial and cen­tralization is [a] welcome development.”

For Washburn, the success of digital identity technologies relies upon educat­ing both developers and consumers. The former needs to know how the technology works and best practices for creating a con­sistent user interface. The latter needs to know how to use a single digital identity.

Opponents of a digital identity point to the potential for fraud as a major hole in the argument. “At this moment, there are some developments to protect against fraud,” Washburn said — good news for marketers, who seek to grow audiences while balancing both personalization and privacy concerns.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above