samantha-murphy

Samantha Murphy is a Principal Product Marketing Manager for Okta. She leads the Customer Identity Security portfolio, driving go-to-market strategy, messaging, launches, and strategic growth initiatives. Before Okta, Sam spent over six years in product management roles in Identity and Access Management.

She holds a Bachelor of Commerce degree from Queen’s Smith School of Business and is from Ottawa, Canada.

In her free time, Sam makes the most of winter by playing an awesome ice skating sport called ringette.

Principal Product Marketing Manager, Customer Identity

Samantha Murphy

Innovative companies are reshaping CX with instant gratification, consistency, and hyper-personalization, raising consumer expectations and market standards.

Innovative companies like streaming services and digital marketplaces are setting bold new Customer Experience (CX) standards, redefining consumer expectations around speed, convenience, and personalization. To accelerate and cement their market dominance, these CX powerhouses have raised the bar (and customer expectations) in three key ways:

- **Instant gratification** &mdash; in the form of instant access and seamless experiences such as one-click checkouts
- **Consistency** &mdash; interactions continue seamlessly across channels, devices, products and services
- **Hyper-personalization** &mdash; individualized experiences and recommendations based on preferences and behaviors

## Better Experiences = Better Business

These new CX standards aren’t merely nice-to-haves that customers prefer––they are table-stakes requirements for any business hoping to build and maintain a competitive advantage. Today’s customers *expect* engaging experiences, convenient journeys, and secure digital platforms. Before they give you their business, they need to know that you’re able to cater to their unique needs, provide ease of use across multiple channels, and protect their data and sensitive information.

![Better Experiences = Better Business](https://images.ctfassets.net/23aumh6u8s0i/4uL4F3yqACDm61n5aMiRT1/dfc4ef40b3b83c4ee68705c8ca7e801d/OKTA1067_Auth0_Relaunch_Blog_Image_1_Stats.jpg)

## It All Starts With Identity

Meeting these customer expectations begins with getting Customer Identity right. 

Why? Because Identity orchestration is the backbone of everything — from security to a best-in-class CX.

> **Identity Orchestration** &mdash; is the process of managing and integrating Identity-related functions such as authentication, authorization, security, privacy, and personalization across systems and channels.

**Identity Orchestration** supports every critical aspect of the modern customer journey, from login to omnichannel navigation and continuous threat protection. **Modern Customer Identity** can strengthen security and fraud prevention while simultaneously creating seamless cross-channel continuity and personalized journeys that delight your customers. It also drives privacy by helping protect customer-sensitive data and enabling companies to progressively build customer profiles with consent. This in turn supports key marketing functions like loyalty activation and tracking, driving business growth.

> **In short: Getting the customer experience right begins with getting Customer Identity right**. But this is easier said than done.

## Upgrade Identity, Unlock Customer Loyalty

Here’s the ugly truth: Homegrown and legacy Identity solutions simply cannot support the modern CX and security standards that today’s customers demand.

For example, solely relying on legacy Identity methods like complex passwords, captchas, and rigid multifactor authentication (MFA) policies creates friction that undermines conversion. Identity-powered data-collection tools that burden customers with a million questions at sign-up have the same revenue-tanking effect.

To support customer loyalty and long-term growth, your business needs a modern Identity platform that streamlines experiences, enables personalized interactions, and strengthens security (without adding excessive friction).

Compromising on any one of these points isn’t an option. Today’s competitive landscape requires an approach to Customer Identity that can hit every mark––quickly, efficiently, and continuously.

## Auth0 Is the Answer

Auth0 helps businesses of all types and sizes deliver convenient, trustworthy experiences that customers have come to expect. Designed for both simplicity and scalability, Auth0 empowers companies like yours to adopt a modern, developer-first approach to Customer Identity. In doing so, Auth0 enables your teams to leverage the full power of Identity across every aspect of the customer journey and deliver outcomes that support growth.

![Auth0 Is the Answer](https://images.ctfassets.net/23aumh6u8s0i/396zh0bFmWePy5f5dRY1e0/9529f63ac52dd9fb6523570ad04c9788/Three-speaker_Podcast_Templates__Auth0_Platform__-_1200x628.png)

## Layer 1: Secure Experiences

![Secure Experiences](https://images.ctfassets.net/23aumh6u8s0i/3Ojc09oomw7ENwTB0BWhbF/7dcabdb076f87e0a6538ae764c0c3d2a/OKTA1067_Auth0_Relaunch_Blog_Image_2_Layer_1.jpg)

Auth0 helps secure customer experiences across their entire journey &mdash; before, at, and after login. To keep experiences streamlined, Auth0 leverages context to add additional layers of security when needed and reduce them when not needed. This enables the ideal combination of security and seamlessness.

### Before Login

Spotlight solutions:

* **Bot Detection** &mdash; Continuous, AI-powered monitoring for Identity threats that responds to bad bots in real time 
* **Breached Password Detection** &mdash; Detect compromised credentials and block and notify users in real time to keep threat actors out
* **SCIM** &mdash; Streamlined user management that automates the provisioning and de-provisioning of user access for B2B SaaS applications

![jersey-mikes](https://images.ctfassets.net/23aumh6u8s0i/1BMaeu8xs2ppTl8VaTMdml/543750478b37ce860cd458d0962376b6/OKTA1067_Auth0_Relaunch_Blog_Image_3_Jersey_Mikes.jpg)
Read more about this story [here](https://www.okta.com/customers/jersey-mikes/).

### At Login

Spotlight solutions:

* **Universal Login** &mdash; A customizable toolkit for building robust, branded authentication flows from a variety of login methods
* **Passwordless** &mdash; Convenient, secure sign-in using options including passkeys, email magic links, biometrics and One-Time-Passwords (OTPs).
* **Attack Protection** &mdash; helps prevent account takeover attacks with Brute Force Protection and Suspicious IP Throttling.
* **Token Management** &mdash; A secure framework for issuing, validating, and renewing JSON Web Tokens (JWTs) that streamline API access while protecting sensitive data during transmission
* **Progressive Profiling** &mdash; An easy way to gather customer data over time as they engage with your brand (as opposed to flooding them with questions at sign-up or login and scaring them away)
* **Organizations** &mdash; Enterprise-grade, secure, scalable, branded multi-tenant authentication for your B2B SaaS applications

![moneyfarm](https://images.ctfassets.net/23aumh6u8s0i/1aVC0XqsaxBT0txqkrnVzt/dc401cbe0ecd9d3fa5c7cf348c7b2f13/OKTA1067_Auth0_Relaunch_Blog_Image_4_Moneyfarm.jpg)
Read more about this story [here](https://www.okta.com/customers/moneyfarm/).

![cinepolis](https://images.ctfassets.net/23aumh6u8s0i/2Sh98UZEppi086rLYJTlCr/c1c9a8619ffbffac82187c823035b814/OKTA1067_Auth0_Relaunch_Blog_Image_5_Cinepolis.jpg)
Read more about this story [here](https://www.okta.com/customers/cinepolis/).

### After Login

Spotlight solutions:

* **Auth0 Fine-Grained Authorization** &mdash; A simpler way to programmatically define authorization and access at scale across applications
* **Highly Regulated Identity** &mdash; Powerful protections for highly sensitive information that trigger Strong Customer Authentication (SCA) when necessary
* **Client Initiated Backchannel Authentication** &mdash; Secure and streamlined user authentication for call center, in-person, and online interactions
* **Continuous Session Protection** &mdash; A unified way to monitor and manage user sessions, including the prevention of session hijacking and the revocation of suspicious sessions
* **Universal Logout** &mdash; Terminate users’ sessions when integrated threat monitoring tools identify a change in risk

![cribl](https://images.ctfassets.net/23aumh6u8s0i/2G1znaaE8I8iRjXYSaC9Ib/e99f1efba55465981b4e9e5237c8d81b/OKTA1067_Auth0_Relaunch_Blog_Image_6_Cribl.jpg)
Read more about this story [here](https://www.okta.com/customers/cribl/).

## Layer 2: Orchestration

![Orchestration](https://images.ctfassets.net/23aumh6u8s0i/4Xyqph6V36HBEck0EvCxre/7f8e763c47a09df044bc9ae52d1c492e/Copy_of_OKTA1067_Auth0_Relaunch_Blog_Image_7_Layer_2.jpg)

Your business is one of a kind, and this is evident in the uniqueness of your security needs and CX strategy. 

Auth0 puts customization at the core of your company’s security and CX with a range of offerings that your development teams can leverage to build better products––faster. Low- and no-code tools help developers build and optimize authentication flows faster, while pro-code options enable last-mile customizations tailored to your business’s unique needs. 

### Developer Tooling

Spotlight solutions:

* **SDKs and Quickstarts** &mdash; With a few lines of code, your teams can easily integrate Auth0 with any app written in any language and any framework 
* **Automated deployment** &mdash; Manage Auth0 tenant configuration integrated with your existing CI/CD pipeline using Auth0 Deploy CLI or Terraform provider

![signify](https://images.ctfassets.net/23aumh6u8s0i/4Un8sWHBAdmaQyqGVDtDR5/77c947a4b255b71037e7287de12d0a6d/OKTA1067_Auth0_Relaunch_Blog_Image_8_Signify.jpg)
Read more about this story [here](https://www.okta.com/customers/signify/).

### Custom authentication flows

Spotlight solutions:

* **Actions** &mdash; Empower developers with a drag-and-drop interface and flexible code environment that enables them to customize and extend Identity experiences—no-code for speed, pro-code for precision
* **Forms** &mdash; A no-code visual editor for orchestrating, customizing, and securing sign-up and login flows

![submittable](https://images.ctfassets.net/23aumh6u8s0i/5OavujxBJu2IrT7iCSeCon/2e390cc4ff3bc92730ba0d0e94a760bb/OKTA1067_Auth0_Relaunch_Blog_Image_9_Submittable.jpg)
Read more about this story [here](https://www.okta.com/customers/submittable/).

### Security operations

Spotlight solutions:

* **Security Center** &mdash; helps organizations detect and respond to attacks faster and fine-tune their security posture with intelligent insights and custom threshold alerting for Identity-related events, anomalies, and general efficacy.
* **Log Streaming** &mdash; further supports faster event response by allowing the streaming of relevant Auth0 activity to third-party SIEM tooling.

![Splunk](https://images.ctfassets.net/23aumh6u8s0i/4LgnDhyuTSTFmvIphsmxKt/6ff774c7ddb324f55be62440d10f6c37/OKTA1067_Auth0_Relaunch_Blog_Image_10_Splunk.jpg)

## Layer 3: Extensibility

![Extensibility](https://images.ctfassets.net/23aumh6u8s0i/1FXD0NT7qsqMAxYWIBszDQ/c743dda19d466dc00a6550181785d0d5/OKTA1067_Auth0_Relaunch_Blog_Image_11_Layer_3.jpg)

As your business evolves, your identity solution should seamlessly connect with your changing tech and security stack—it's crucial for long-term success. 

Auth0 is built on the principle of extensibility. By connecting every part of your technology and security ecosystem, Auth0 enables continuous strength of security while also supporting changing customer experience  functions across all channels.

### Marketplace Integrations

Quickly find and add low-maintenance, no-code integrations with applications and APIs. Using an intuitive drag-and-drop interface, it easily addresses a variety of Identity use cases such as Identity verification/proofing, fraud prevention, log streaming, data platforms, and consent management.

![Marketplace Integrations](https://images.ctfassets.net/23aumh6u8s0i/1MMEK4OhC8WgiGHWT9eijc/d50c0e020631562833bdc614ef87cc7a/OKTA1067_Auth0_Relaunch_Blog_Image_12_CLEAR.jpg)

## The Auth0 Difference

Best-in-class businesses adopt modern, developer-first Customer Identity. With Auth0, your development teams get pre-built tools—SDKs, APIs, customizable UI components, and security integrations—that can be activated instantly and extended as needed. This approach enables businesses to:

* Secure every step of the customer journey without adding friction
* Automate and orchestrate Identity flows to accelerate time to market
* Empower developers to integrate Identity their way, providing scalability and future-proofing

That’s exactly what the Auth0 Platform delivers to thousands of businesses worldwide—powering **10+ billion** authentications every month. Yes, that’s** billion with a B! **

Ready to build seamless, secure identity experiences? [Let’s talk](https://auth0.com/contact-us). Want to learn more about why companies like yours choose Auth0? Check out our [ebook](https://auth0.com/resources/ebooks/why-auth0-by-okta).


Designing Apps for Growth: How a Layered Identity Solution Helps You Win

jira-cooley

Jira is a Sr. Partner Manager for the Auth0 Marketplace. He works with a growing portfolio of key ISV technologies and integration partners that extend and complement our core capabilities. Jira is focused on helping bring new integrations to life for our customers!

Sr. Partner Manager, Auth0 Marketplace

Jira Cooley

Spotlight on a few recent additions to the marketplace

Our platform goes far beyond the login box. Customers love the extensibility features Auth0 provides to solve their own unique use cases. However, why build it yourself when you can find IAM-adjacent solutions already built for you? This is why we built with [Auth0 Marketplace](https://marketplace.auth0.com/), making it easier to discover the integrations you need to solve identity. The Auth0 Marketplace allows us to quickly connect customers with our integration partners and allows you to customize a unique identity solution. Our partners are tapping into the nearly endless possibilities for customized integrations, and we’re excited to see this list grow.

So, to celebrate all the awesome integrations and to inspire you as well, we’re going to start sharing the newest integrations we’ve launched recently:

## LexisNexis

![LexisNexis](https://images.ctfassets.net/23aumh6u8s0i/1mKHoqCJ2g1IjZUWHHWTxk/35e5b2d6617cff649defddd51daa1775/01_LexisNexis.png)

[LexisNexis](https://marketplace.auth0.com/integrations/lexis-nexis) Risk Solutions Dynamic Decision Platform leverages insights from billions of data assets to digitally perform risk assessment. From the Dynamic Decision Platform Portal, the configured risk policy will orchestrate LexisNexis Risk Solutions products such as LexisNexis® ThreatMetrix®, LexisNexis® BehavioSec®, LexisNexis® Emailage®, LexisNexis® PhoneFinder, InstantID® and LexisNexis® FlexID. When the LexisNexis Risk Solutions integration is combined with an Auth0 transaction, such as a log-in event, the LexisNexis Risk Solutions integration results in a risk score mapped to defined outcomes such as step-up authentication, passing without further friction or rejecting, resulting in blocking the transaction.

## Persona

![Persona](https://images.ctfassets.net/23aumh6u8s0i/7nkPa7map5dOBr2L6AR5fZ/fd7ba21c4b439c9292d0e41055f8ec56/02_Persona.png)

Add an additional level of assurance to your log-in experience without hurting conversion with [Persona](https://marketplace.auth0.com/integrations/persona)’s identity verification flows via the new [Persona action](https://marketplace.auth0.com/integrations/persona) in the marketplace. [Persona](https://marketplace.auth0.com/partners/persona) is an identity verification platform trusted by companies like Square, Branch, and Coursera to scalably tackle any identity challenge, from automating onboarding decisions to fighting fraud. Use the Persona action to easily customize and trigger any combination of automated verification methods based on how risky a user is after signing up or logging in for your application. Once users are verified by Persona and authenticated by Auth0, use the Persona platform to automate any follow-up action like updating your CRM or sending an email.

## Badge

![Badge](https://images.ctfassets.net/23aumh6u8s0i/6GZRh6u5lNuC1YkklufSpz/c75cac7d7f223f67959f381e2ba28862/03_Badge.png)

[Badge](https://marketplace.auth0.com/integrations/badge) enables privacy-preserving authentication for users to enroll and authenticate on any device without storing PII. This enables user-centric privacy, allowing users to issue and revoke digital identity and keys on-demand using biometrics and/or other factors.

The Badge Auth0 connector provides a no-code integration to seamlessly use Badge for privacy-preserving authentication in your Auth0 workflow.

## Crossmint

![Crossmint](https://images.ctfassets.net/23aumh6u8s0i/6dsCTQc3UUfUgSRQfXW3RV/277f4d615c36fe9cb8f71dc562217f41/04_Crossmint.png)

Easily deploy a Whitelabel Web3 wallet using [Crossmint](https://marketplace.auth0.com/integrations/crossmint-wallet) with Auth0’s authentication directly on your website or app. You can now enable features, like token-gating and digital customer engagement, using NFTs with just a few clicks.

Crossmint provides developer tooling to make it easy and safe to deploy, acquire, and custody NFTs. Learn more about our products at [crossmint.com](https://crossmint.com/).

## Verosint

![Verosint](https://images.ctfassets.net/23aumh6u8s0i/5uce0w6ZHsHHTD042yDUy/0a5c3fe07444b38876e3a5e66475bcca/05_Verosint.png)

[Verosint](https://marketplace.auth0.com/partners/verosint): Stop bad actors before the damage is done. We detect fraud early at the point of login, preventing fraud incidents before they escalate to malicious behavior, financial loss, or data breaches. Automate fraud prevention to reduce manual review time. We go beyond generating a simple fraud score that requires manual review and intervention. We allow you to take actions in real-time to mitigate fraud. Faster deployment with immediate data insights No army of consultants necessary. Our SaaS solution can be deployed in a matter of hours.

## LOX24

![LOX24](https://images.ctfassets.net/23aumh6u8s0i/5YOLnCey8GecUJWIgBVZGZ/8ae73790495262284a9484a01d880ef0/06_LOX24.png)

[LOX24](https://marketplace.auth0.com/integrations/lox-24-sms-voice-mfa) is a service that allows you to send and receive SMS and voice messages worldwide through an SMS API. With LOX24, you benefit from German data protection, guaranteed delivery, and low prices. You can use LOX24 for various purposes; the most popular use case of LOX24 is the Two-Factor-Authentication (2FA) via SMS and voice message. This is a security feature that adds an extra layer of protection to your online accounts by requiring a code sent to your phone in addition to your password. With LOX24, you can easily integrate 2FA SMS into your applications and websites to increase the security and trust of your users. There is no monthly fee, no minimum turnover, and no setup fee.

## Zenlogin

![Zenlogin](https://images.ctfassets.net/23aumh6u8s0i/39OgLBtxGlLntLZdIjU7Oc/5d633c7ca6af30d63896617924969108/07_Zenlogin.png)

[Zenlogin](https://marketplace.auth0.com/integrations/zenlogin) is a security API that rests on top of your authentication flow. Whether that flow is custom, Auth0, or Okta, Zenlogin helps secure your user accounts.

How does it do this? When a user logs into their account, an API call is sent to Zenlogin. Zenlogin checks whether anything suspicious is going on (including checking the IP address logging in, the location of the login, the user agent, and whether the login is happening when the user usually logs in.) If Zenlogin determines something suspicious, it will send an email to that user notifying them of the login (including a map of where the login happened). Zenlogin will not block the login; rather, it provides this additional context to your user.

## iValt

![iValt](https://images.ctfassets.net/23aumh6u8s0i/4n4f15APWGDLZXWwpD02xV/79da3189fc1d1149b17b99ba5ed35401/08_iValt.png)

[iValt](https://marketplace.auth0.com/integrations/i-valt-inc-zero-trust-biometrics) provides an IDENTITY verification platform for adding biometrics to logins for any application. Auth0 logins notify the iVALT mobile app to request biometrics. Verification on the mobile ensures that the person logging in is the authorized user, not just the holder of stolen credentials. User experience is a simple notification to their mobile phone, followed by a FaceID or TouchID transaction (Apple or Android), and they are immediately logged in. This approach is much more convenient and secure than 2FA with 6 digits.

## Arkose Labs

![Arkose Labs](https://images.ctfassets.net/23aumh6u8s0i/1xiogzjqrWXHlUmhHWS7i2/d9497bd9ef3cc30c4beb501ad98daf59/09_Arkose_Labs.png)

Financial incentive fuels all fraud. [Arkose Labs](https://marketplace.auth0.com/integrations/arkoselabs) delivers long-term fraud prevention and account security by undermining the economic drivers behind attacks. We help digital enterprises defend the most targeted user touchpoints by uncovering hidden attack signals and sabotaging attackers’ ROI without sacrificing good user throughput.

## IDpartner

![IDpartner](https://images.ctfassets.net/23aumh6u8s0i/tdhHhKFOUr46IE18LKBvR/df5ffab11768a64c85a2d43dadfe129e/10_IDpartner.png)

[IDpartner](https://marketplace.auth0.com/integrations/idpartner) uses bank identity data to offer a fast lane to engage, convert, and verify users. Know that your customers are human - and know their real names if you need to - without a high-friction scan of their identity documents.

## ID.me Action

![ID.me](https://images.ctfassets.net/23aumh6u8s0i/5y1WWQj1bHleASXwXOoC1e/5c60743f2695ad2c8348cda029e49965/11_ID.me.png)

[ID.me](https://marketplace.auth0.com/partners/id-me) simplifies how individuals prove and share their identity online. The ID.me secure digital identity network has 100 million members, with over 70,000 individuals joining daily, as well as partnerships with 31 states, multiple federal agencies, and over 500 name-brand retailers. The company provides identity proofing, authentication, and group affiliation verification for organizations across sectors.

The company's technology meets the highest federal standards and is approved as a NIST 800-63-3 IAL2 / AAL2 conformant credential service provider by the Kantara Initiative. ID.me is the only provider with video chat and in-person verification, increasing access and equity. The team is committed to "No Identity Left Behind" to give everyone a secure digital identity.

## Panther Logstream

![Panther Logstream](https://images.ctfassets.net/23aumh6u8s0i/28I2jfjXfLHBiC7i5pnnyi/a5dfab3340c171cac1630120c0453dbb/12_Panther_Logstream.png)

[Panther](https://marketplace.auth0.com/integrations/panther-log-stream) is a cloud-native threat detection platform that transforms terabytes of raw logs per day into a structured security data lake to power real-time detection, swift incident response, and thorough investigations in a code-driven way. Panther enables customers to manage their detections as code and provides out-of-the-box integrations for dozens of critical log sources; Panther solves the challenges of security operations at scale. Learn more [here](https://panther.com/integrations/logs/auth0/).

## Check Back Next Month!

Make sure you check back next month for our partners' latest releases. In the meantime, check out our [Marketplace catalog](https://marketplace.auth0.com/) for the current list of partner integrations.

Interested in becoming an Auth0 ecosystem partner? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started.


Marketplace Integrations Blog Series

Damian Schenkelman

Damian was one of Auth0's earliest employees. He loves building products for developers and taking things from 0 to 1.
<br><br>
He played key roles in implementing product features and growing the engineering organization in the early stages, and later on defining Auth0's architecture for scale and creating new products. Today he helps shape Auth0's long term strategy and leads Auth0Lab, a small and amazing team doing research and development of forward-looking products.
<br><br>
He spends his spare time with family, and friends, exercising, and catching up on all things NBA.

VP R&D (Auth0Lab)

We’re bridging the Web2 and Web3 worlds with new integrations from our partners

Over the past few months, the [Auth0 Lab](https://lab.auth0.com/) team has researched the [Web3 space](https://auth0.com/blog/identity-and-web3/) and its relation to identity, with a main focus on developer building blocks. From that research, we realized we could play a role in **bridging the Web2 and Web3 worlds.**

What do we mean by bridging? In short, making it easy for developers to create applications that take advantage of constructs from each world as necessary through the help of [Web3 partners and their integrations](https://auth0.com/developers/lab/web3). We think we are well positioned to do this, as "software identity" can serve as that bridge.** **

We took a step toward that goal with the introduction of the [Web3 category in the Marketplace](https://marketplace.auth0.com/categories/web3). This new category will help you seamlessly leverage Web3 constructs when building your applications. In this post, we’ll explore the tools we’ve made available and give you a brief overview of our analysis of Web3 and decentralized technologies at large.

## Why Web3?

Let’s start by defining what we mean by Web3. We don't mean cryptocurrencies and decentralized finance. Those are specific _applications_ of Web3.

To us, Web3 includes the philosophies, concepts, and technologies that prioritize user [choice](https://www.notboring.co/p/the-web3-debate?s=r) and [ownership](https://future.a16z.com/why-web3-matters/) and that one can use to build decentralized services. [Blockchains](https://en.wikipedia.org/wiki/Blockchain), tokens (fungible or non-fungible), protocols, services, [dApps](https://ethereum.org/en/developers/docs/dapps/), and [users' keys](https://ethereum.org/en/developers/docs/accounts/#externally-owned-accounts-and-key-pairs) are some (but not all) of the elements that make up Web3.

At its core, Web3 is about user choice. As Packy McCormick, founder of NotBoring,[ put it](https://www.notboring.co/p/the-web3-debate):

_“Some people will want centralized services, some will want fully decentralized ones, and many will choose points on the spectrum in between that work for them at different times and for different things. And we're arguing that Web3 gives them that choice.”_

From our research, we believe Web3 can help application builders provide personalized user experiences and satisfy privacy and compliance use cases. But for the space to really take off, it needs to deliver a strong user experience and protect customer data and assets. 

Countless companies rely on the Okta Customer Identity Cloud to help them meet their UX and security goals. We are excited to bring our capabilities to developers and companies looking to leverage Web3 constructs in the identity space, and the Web3 Marketplace category is our first step toward that goal.

## A New Set of Building Blocks for Identity

Web3 constructs introduce a set of new "decentralized identity" building blocks. With them, users can own their credentials and choose what data they share and what remains private.

Let's go over those building blocks in detail.

**Private keys as credentials.** Users’ private keys can act as credentials to authenticate with services, providing passwordless login user experiences. 

For example, [Sign-in with Ethereum](https://eips.ethereum.org/EIPS/eip-4361) (SIWE) provides sign-in functionality for Ethereum accounts. More generally, [Decentralized Identifiers](https://www.w3.org/TR/did-core/) (DIDs), a recently approved w3c (World Wide Web Consortium) open web standard, propose identifiers based on asymmetric cryptography and owned by users. Methods like [did:pkh](https://github.com/w3c-ccg/did-pkh) or [did:ethr](https://github.com/uport-project/ethr-did) implement DIDs using addresses/keys from decentralized networks like Bitcoin, Ethereum, Solana, etc. You can watch [this video](https://twitter.com/Auth0Lab/status/1501984414267490311?s=20&t=7ig8XYs2PR9gPBCfr8fUMg) on how we used SIWE in a sample app.

**Public, human-friendly usernames.** These can be implemented by associating friendly names, like jane.eth or gary.wallet, to blockchain addresses via smart contracts. These usernames would act both as a user-friendly way to refer to blockchain addresses and as a single username across all applications that rely on the account's private key for authentication.

**Public User Profiles.** These can be implemented using the aforementioned smart contracts to map attributes (besides usernames) to a blockchain address. Some users might publicly share an avatar/profile picture, email address, or other personal details. 

Applications can then use these profiles to provide personalized experiences to users without requiring the creation of application-specific profiles. Watch [this video](https://twitter.com/Auth0Lab/status/1501984444500033542?s=20&t=7ig8XYs2PR9gPBCfr8fUMg) on how we used public user profiles and usernames in a sample app.

**Public Attestations.** These can be implemented using either non-fungible tokens (NFTs) for "ownership attestations" or "soulbound tokens" (SBTs) for non-transferable attestations. 

[Token gating](https://medium.com/@jshanks21/nft-meaning-token-gating-ad83aef7cccd), where access to specific features is allowed only if a user owns a token on a blockchain, is an example of how these could be used. Shopify is working on [tokengated commerce](https://help.shopify.com/en/manual/products/digital-service-product/nfts#tokengated-commerce). You can watch [this video](https://twitter.com/Auth0Lab/status/1501984507481792519?s=20&t=7ig8XYs2PR9gPBCfr8fUMg) on how we used NFTs for token gating in a sample app.

**Private User Data**. This data is associated with a user's identifier (this works with and without DIDs), and **Privacy-Preserving Attestations** can be implemented using [Verifiable Credentials](https://www.w3.org/TR/vc-data-model/) (VCs) and Zero-Knowledge Proofs (ZKPs). 

**Verifiable Credentials**, cryptographically verifiable digital credentials, can be obtained and stored on a user's phone app (called "wallet", adding to the confusion around the term). 

Later, users can present them (the entire credential or some of its attributes) wherever they want. A benefit of these Verifiable Credentials is that issuers don't need to know where credentials are presented. You can watch [this video](https://twitter.com/Auth0Lab/status/1501984570136272900?s=20&t=7ig8XYs2PR9gPBCfr8fUMg) on how we used Verifiable Credentials to help prove a user's age in a sample app.

## Introducing the Web3 Category in Our Marketplace

The Marketplace allows developers to explore and install integrations for various use cases into their identity infrastructure. With a single click, you can add support for Identity Proofing, implement risk-based MFA, or send application activity to your logging infrastructure, among other things. 

Web3 is built on open standards and composable building blocks, giving developers flexibility in how they design and architect their applications. We want to provide that same composability and extensibility. That's why we’ve partnered with leading Web3 organizations that are building developer tooling to launch the Web3 category on the Marketplace.

![web3 and blockain](https://images.ctfassets.net/23aumh6u8s0i/5hBxjlnYRZDGmNqTnLrfBm/a3ea21e3252993f9dbe0a5cbf6cfa8db/01_web3_and_blockain.png)

### Use Cases

As we started working with Web3 organizations to build integrations for Okta, we discovered integrations typically fit into one of three use cases:

* **Logging in with a Web3 account/private key**: Authenticating to an application as the owner of a particular blockchain address or private key. This provides a passwordless login experience to users that allows them to own their identity without involving third parties like social login providers.
* **Creating a Web3 wallet for a user:** Allows creating and associating a wallet (custodial or non-custodial) to an Okta user that logged in with any Okta connection (social, enterprise, database, etc.). This is a model similar to that of centralized exchanges and some gaming platforms. They use it because it does not require users to have a wallet before signing up, so users don't drop out because of that requirement during the signup process.
* **Use Web3 public constructs for app logic:** Once a user's blockchain accounts are identified, developers can use it within their applications. Potential scenarios include: displaying profile information, listing a user's NFTs, and gating access to content based on NFT ownership.

_We expect that as we learn more and Web3 constructs evolve, the previous three categories/use cases might change. For example, a new use case for reading and writing private data might be available in the future once we have integrations supporting those features in our Marketplace._

### Available Integrations

#### Use case: Logging in with a Web3 account/private key

**[Sign-in with Ethereum](https://marketplace.auth0.com/integrations/siwe) (by [Spruce](https://www.spruceid.com/)):** Sign-in with Ethereum enables users to log in with their Ethereum account instead of relying on a traditional intermediary (e.g., social login). 

Spruce builds decentralized identity developer tooling. They are also developing a self-sovereign user data storage solution for Web3 users and organizations. Self-sovereign user data storage means that it relies on open standards and the user’s keys for security, allowing users to control where they store their personal data and who they share it with.

**[Sign-in with Unstoppable Domains](https://marketplace.auth0.com/integrations/unstoppable-domains) (by [Unstoppable Domains](https://unstoppabledomains.com/)):** Unstoppable Domains allows Web3 users to access apps using their portable digital identity. This integration will allow your users to sign in by proving they own a specific domain from Unstoppable Domains. 

That proof is performed by having the user sign a message with the private key that is associated with the address on which the domain is registered and verifying the message's signature. Your app will be able to access profile information associated with the user's domain, such as wallet address, email, profile picture, social profile, and more.

**[Dock Web3 ID](https://marketplace.auth0.com/integrations/dock-web-3-id) (by [Dock](https://www.dock.io/)):** Decentralized Identifiers are identifiers defined in a w3c recommendation. They allow a party (for example, a user) to prove control over them without requiring permission from any other party (for example, a company). For example, to authenticate using a specific DID, a user can sign a payload with a private key that the DID expresses should be used for authentication. 

Then, another party can verify that the signature corresponds to the specific DID. This integration allows your users to sign in by proving ownership of the authentication key of a Decentralized Identifier (DIDs).

#### Use case: Creating a Web3 wallet for a user

**[Non-custodial Web3 Wallets](https://marketplace.auth0.com/integrations/web3auth) (by [Web3Auth](https://web3auth.io/)):** The Web3Auth integration allows you to create and associate a non-custodial wallet to any Okta user, regardless of how they logged in.

#### Use case: Use Web3 public constructs for app logic

**[ENS Profile](https://marketplace.auth0.com/integrations/ens-profile) (by Auth0 Lab):** The Ethereum Name Service (ENS) integration lets you integrate ENS profile data into your application. You can leverage and display user-picked usernames, avatars, and other pieces of their public profile without requiring users to create them for your specific application.

**[NFT Retrieval](https://marketplace.auth0.com/integrations/auth-0-inc-fetch-nfts) (by Auth0 Lab):** The NFT Retrieval integration allows you to retrieve NFTs from a set of contract addresses and add them to ID Tokens as claims. With this, you can use the user's NFTs in your application's logic. 

> _Today, the NFT extensions assume you also use the [Sign-in with Ethereum](https://marketplace.auth0.com/integrations/siwe) integration to get the user's Ethereum address. In the future, we hope to work with partners to standardize claim names. Standardization should allow integrations to read/write users' blockchain accounts from/to a single claim, improving interoperability between integrations._


## What's Next

Launching the Web3 category is our first step to making it easy for developers to build applications using constructs from the Web3 world.

If you are a developer or company exploring integrations with Web3 technologies, we encourage you to [explore these integrations](https://auth0.com/developers/lab/web3) and take them for a spin. It should take minutes to enable Web3 capabilities for new or existing Web2 apps. 

If you are a Web3 organization creating products for other developers, consider building an Okta Customer Identity Cloud integration. Countless developers and businesses use Okta Customer Identity Cloud to manage identity at scale. By building an integration, you can reach hundreds of potential new customers and users. We explain how the integration development process works at [https://auth0.com/integrate](https://auth0.com/integrate).

![integration](https://images.ctfassets.net/23aumh6u8s0i/2cwAfgp4KrMdWMlMtwfjcm/a640a78e8d55498d46bdb873d135f2c5/02_integration.png)

Okta is excited about the prospect of a decentralized future and looks forward to working closely with the Web3 community. Join our [Discord](https://discord.com/invite/QGHxwDsbQQ) to share your thoughts and tell us about the integrations you want to see in the future. We look forward to working with you. 

Let’s keep building!

Introducing the Web3 Category in Marketplace

Samuel Frank

Sam Frank is Auth0's Sr. Product Manager for new initiatives. He works within the Auth0 Lab to commercialize the team's new ideas so they're available for builders everywhere. As a former platform product manager and startup product lead, he knows the challenges that developers face when creating new apps and he leverages those experiences to focus our teams efforts delivering the next generation of identity tools.

Senior Product Manager

The Customer Identity Cloud platform can now reference NFTs as profile data and as a means to grant access.

The [Auth0 Lab team](http://labs.auth0.com/) has released a pair of [Marketplace integrations](https://auth0.com/marketplace) bringing more [Web3 capabilities](https://marketplace.auth0.com/categories/web3) to the Okta Customer Identity Cloud ecosystem. As the Web3 ecosystem matures, we’re finding that on-chain data, like NFTs (non-fungible tokens), can be used in the identity ecosystem. 

[Our integration](https://marketplace.auth0.com/integrations/auth-0-inc-fetch-nfts) is a simple NFT fetch [Action](https://auth0.com/docs/customize/actions) that retrieves a list of NFTs the user owns. With them, you can make all sorts of IAM-based decisions. If you’re interested in the Auth0 Lab team’s continued Web3 research, come join the conversation on [Twitter](https://twitter.com/Auth0Lab) and [Discord](https://discord.gg/xkbkz9rZcD).

## NFTs in Identity and Access Management (IAM)

By now, you’ve probably heard of NFTs. If not, here [is a helpful explainer](https://www.nytimes.com/interactive/2022/03/18/technology/nft-guide.html). At their core, NFTs are digitally transferable tokens. Tokens have a long history in identity and access management. They are the keystone of authorization in many apps, primarily through the issuance of [JSON web tokens](https://jwt.io/). 

NFTs could be a big extension to token-based IAM. NFTs are flexible, secure, and easily transferable by their nature of using blockchain consensus algorithms to establish ownership and transference. Like with cryptocurrencies, only a specific private key in a wallet can prove ownership. They can help organizations manage capacity problems because you can limit the number of NFTs you mint. This scarcity helps manage supply while still allowing for a robust secondary market. This makes them ideal for ticketed events and venues, like stadiums, trains, and other physically limited spaces.

One of the biggest barriers to mainstream NFT adoption is the usability hurdle of working with blockchains. With our latest integrations, Auth0 Lab seeks to make it easy. Developers can query a user’s NFTs and incorporate them as identity data in their applications, even controlling access based on a user’s ownership of an NFT. We’re excited to see how developers use these new tools when implementing web3 functionality into their applications.

## Token Gating

[Token Gating](https://tokenizedhq.com/token-gating/) is the practice of managing access to resources based on a user’s Web3 NFTs. Notable examples include [‘members only’ communities](https://rarible.com/blog/9-membership-nfts/) of NFT collectors. This exclusivity extends to video games like [Alien Worlds](https://alienworlds.io/), the [largest web3 game](https://www.statista.com/statistics/1266486/blockchain-games-user-number/) at the end of 2022. NFTs are central to the game and unlock certain content, or game locations are only accessible with specific NFTs. [TravelX](https://travelx.io/) is working on another use case around airline tickets.

Token gating is interesting because of the openness of the attestation. Instead of IAM data being stored on a proprietary server, it’s on a public blockchain for anyone to use and see. We’re just witnessing the first experiments in how that data is used. 

## EVM Compatible, Open Source Coming Soon

The current integration works on all [Ethereum virtual machine (EVM) compatible](https://gocrypto.com/en/what-are-evm-compatible-blockchains/) blockchains. This means you’ll have access to NFTs available on some of the largest NFT marketplaces like [OpenSea](https://opensea.io/). You’ll be able to pull from [Ethereum](https://ethereum.org/en/), [Polygon](https://polygon.technology/), [Avalanche](https://www.avax.network/), [Binance Smart Chain](https://www.bnbchain.org/en), and others. EVM blockchains are the oldest programmable blockchains, and the ecosystem is well supported.

The Auth0 Lab team is working on open-source the code so it can be modified and moved to other blockchain platforms. That process takes some time, so keep an eye out by following us on [Twitter](https://twitter.com/Auth0Lab) or heading to our [GitHub organization](https://github.com/auth0-lab) and give it a follow.

## Unlocking NFTs for Your Application

### How it Works

The Auth0 Lab [fetch-nfts integration](https://marketplace.auth0.com/integrations/auth-0-inc-fetch-nfts) works by relying on a few other pieces of infrastructure.

1. It utilizes the [Sign in with Ethereum integration](https://auth0.com/blog/sign-in-with-ethereum-siwe-now-available-on-auth0/) that SpruceID released in the Auth0 Marketplace in 2022. This allows the integration to grab a public blockchain address for the user, which is critical to querying an NFT smart contract to know if they own an NFT. If a user logs in with a method other than Sign in with Ethereum, NFTs won’t be fetched.
2. During [setup and configuration](https://marketplace.auth0.com/integrations/auth-0-inc-fetch-nfts?tab=install), specify a list of NFT contracts that you’d like the [Auth0 Actions](https://auth0.com/actions) code to query. You’ll also need to specify an API key for [The Graph](https://thegraph.com/en/), a service that queries blockchain data.
3. With a public key in hand, and a list of NFT contracts to search, the Actions code calls out to The Graph’s APIs to query the necessary NFT contracts. It returns a list of caip-22 asset references that your Action adds to the [ID token](https://auth0.com/docs/secure/tokens/id-tokens) as claims.
4. From there, you can utilize the data in your application to make any decision, like token gating access, that you feel necessary!

### Installation

Check out our [installation](https://marketplace.auth0.com/integrations/auth-0-inc-fetch-nfts?tab=install) guide to get started!

## What’s Next?

The Auth0 Lab team is actively exploring the best ways to enable developers to build applications that rely on Web3 identity constructs and help bridge the Web2 and Web3 worlds. You can follow our progress on [Twitter](https://twitter.com/auth0lab). If you’re interested in speaking with the team, join our [Discord](https://discord.gg/xkbkz9rZcD) and start a thread.

The [Auth0 Marketplace](https://marketplace.auth0.com/) is looking for Web3 partners to build new extensions onto Auth0. Visit [https://auth0.com/integrate](https://auth0.com/integrate) to learn more.

Web3 NFTs for Identity and Access Control, Now Available on Marketplace

Viktor Nyitray

Viktor is a CEO of Ageware, software designed for fast and easy age verification online and offline. He is responsible for day-to-day leadership and decision making at the company, as well as promotion of automated age verification in the Czech Republic rest of EMEA.

CEO of Ageware

Use selfies and biometrics to secure age verification for websites and apps

Most consumers have visited apps requiring a rudimentary verification of their age. After all, the digital world is full of content that isn’t suitable for children. But just entering a birthdate or answering a basic yes or no to questions about being of legal age isn’t sufficient for verifying a user’s age. Changes in legislation aimed at keeping children safe from inappropriate content and complying with data-privacy regulations mean that companies bear a growing responsibility for ensuring that their users really are the age they claim to be. 

To help keep kids safe while providing minimally intrusive ease of access for legitimate users and customers of legal age, websites, and apps need a kind of frictionless gatekeeping in the form of biometric age verification. How can companies adopt practices that help comply with evolving regulations and help fulfill their legal obligations and, at the same time, ensure that they don’t overburden their developers with creating functionality that, while necessary, isn’t core to their business? 

## Online Age Verification: Don’t Just Trust – Verify

As a result of a number of laws and regulations, certain online services must verify users’ age when visiting their websites before granting access to the site and its information. These kinds of services include everything from the viewing and purchasing of alcohol to online gambling and betting to more regulated services, such as online banking. Despite the growing demand (and requirement) for online age verification, the solutions available for age verification are not as robust as needed to satisfy increasingly stringent regulations on proof of identity and age. At the same time, voices opposed to potentially intrusive age-verification software claim that these solutions threaten personal privacy and user identity. 

With this in mind, Ageware is a biometric age-verification software solution designed for privacy. Ageware strikes a balance between shielding companies and consumers from the legal consequences of not safeguarding age-restricted material and protecting both children _and_ user privacy. 

## How Ageware Age Verification Works

Ageware’s proprietary AI depends on the humble selfie. Trained by more than one million facial images from people all over the world, the Ageware AI has been taught to be able to determine a user’s age, and that is where the verification process for the majority of users ends. A combination of this advanced AI, biometric security software, and facial recognition algorithms work together to verify a user’s age with nothing more than a selfie and Ageware technology. For those for whom the simple selfie isn’t sufficient, Ageware asks users to take a picture of their ID as well. The Ageware platform is set up to process over 140 types of national identification documents as well as all machine-readable passports. 

This does not happen all that frequently, but when it does, it is due to the fact that Ageware has implemented a five-year security buffer due to the average error in age estimation of 2.7 years. This means that sometimes, especially with young people (18-23), the extra verification step is really needed. The option to prove one’s age using the ID verification step is also possible if, for whatever reason, Ageware does not think the user is actually taking a selfie of a genuine face. Ageware will prompt the user to supply a form of ID so that the user will not be blocked from the page if not justified. 

How does it work? First, the user is asked to take a selfie. The AI then estimates the user’s age from the selfie and checks for “liveness”. If necessary, Ageware escalates the verification to the next step, as described above, checking additional forms of ID. The Ageware Action can be triggered once at user registration but also each time a user logs in using Okta Customer Identity Cloud. 

## Privacy-Friendly Age Verification on Demand

Ageware offers: 

* Assistance with GDPR compliance obligations and full data storage within the EU
* No storage of pictures of additional ID documents once the user is verified
* Fully proprietary algorithms, completely managed by the Ageware team
* Peace of mind for businesses subject to potential fines from regulators if age checks aren’t performed 

## Start Using Simple Selfies to Verify User Ages with Ageware

Ageware can be used by any business or service that needs to check user ages or the real identities of their clients or users. 

Check out the Ageware [integration in the Marketplace](https://marketplace.auth0.com/integrations/ageware).

Ageware App Now Available on Marketplace

MichaelW

Michael has worked in the security space for over 10 years, developing integrations for different vulnerability scanning, SIEM, and SOAR tools. He is passionate about discovering the exponential value that can be had by combining together multiple security datasets rather than using them on their own. As the lead on partner integrations for Pangea, Michael is working on bringing together a group of best-in-market security services for developers to use via API.

Senior Manager - Partner Integrations Pangea

Michael Weinberger

Pangea offers integrations to enhance security for new account registrations and logins

Do developers who are not security experts want to spend their valuable time developing security features? But _should they_, given the considerable room for error? 

Pangea helps remove this margin for error. Pangea is a comprehensive set of API-based security services that can quickly and easily be added to any cloud application, embedded as functions directly into the application source code. Pangea emerged from the idea that key security features should not be repeatedly reinvented by companies every time they build new products. 

Instead, with Pangea, application developers can access a wide selection of out-of-the-box security services to embed security easily in all of their applications. Comparable to AWS for compute APIs, Twilio for communications APIs, and Stripe for billing APIs, Pangea has created a single platform for security — [Security Platform-as-a-Service](https://www.prnewswire.com/news-releases/pangea-cyber-closes-26m-series-b-from-gv-decibel-and-okta-ventures-for-developer-first-security-framework-to-deliver-secure-apps-faster-301689531.html) (SPaaS).

## Keeping Security Simple with Pangea Integrations

As we like to say, Pangea makes it “dead simple to integrate security with just a few lines of code”. With a clear developer focus, Pangea simplifies the varied aspects of security that are required for virtually every application. 

Without Pangea’s SPaaS for developer-first security services, the security puzzle is made up of scattered commercial and open-source pieces. Usually, these pieces are not even API-first, which makes integrations difficult. Pangea specializes in bringing these pieces together in an API-first form, with consistent documentation and guaranteed services compatibility — making it easy for developers to embed security in their applications.

## Pangea Integrations for Marketplace

Three Pangea Integrations have been released for the Auth0 Marketplace — [Pangea - Domain Check](https://marketplace.auth0.com/integrations/pangea-domain-check), [Pangea - Embargo Check](https://marketplace.auth0.com/integrations/pangea-embargo-check), and the [Pangea - Validate Registration](https://marketplace.auth0.com/integrations/pangea-validate-registration). The Pangea - Validate Registration integration uses Pangea security APIs to validate new user registrations. This includes embargo checks using Pangea’s Embargo Check and domain score checks using Pangea’s domain intel service, which contains intelligence on over 390 million domain addresses. The results are all logged to the Pangea secure audit log service.

Configuration can then be done on the Pangea console to view and manage audit logs (redaction and retention), manage embargo lists, and select providers for domain scoring — with no additional code changes. 

## How the Pangea Integration Works

To use the Pangea Marketplace integration, you will need an Auth0 account and tenant as well as a Pangea account.

Pangea setup requires some light integration configuration before adding the Auth0 Action. Note that once the Action is successfully deployed, all new user registrations for a tenant will be processed by this integration. Before activating the integration in production, install and verify the Action on a test tenant.

Once the Action is added, new user registrations will be defended by Pangea APIs. Each new user registration will be checked against Pangea Embargo and Pangea Domain Intel. The user will either be accepted or rejected, and the results will be written to Pangea Secure Audit Log.

## Shifting “Left-of-Left”: Pangea Benefits 

Implementing Pangea provides a number of benefits, including: 

* **Prioritizing security from the get-go of app development**, i.e., shifting responsibility “left-of-left”. Pangea's library of APIs security and compliance requirements are addressed from the beginning, giving developers the ability to drop security into their app runtime code prior to publishing. This can reduce developer cognitive load while covering security from the outset. 
* **Leveraging security intel from leading providers**, such as Crowdstrike, DomainTools, and ReversingLabs, among others, in Pangea APIs.
* **Securing registration decisions with cryptographically secure audit logs**. Pangea audit logs provide built-in redaction and can be used to help meet compliance and regulatory requirements under GDPR, SOC2, HIPAA, and more.

## Simplify Application Security with Pangea 

It’s never been easier for developers to add security to their applications right out of the box. Check out the [Pangea - Validate Registration](https://marketplace.auth0.com/integrations/pangea-validate-registration) integration in the Marketplace to get started.

Pangea — Security with Ease, Now on Marketplace

MatthewHughes

I'm a Liverpool-based technology writer with a passion for usability and security. When I'm not churning out copy, you'll find me walking my two dogs: Luna and Apollo

Business Content Writer

Matthew Hughes

Queryable encryption, WASM goes mainstream, and a tighter job market

Developers are used to change. No. It’s a job requirement. Being able to adapt is arguably just as important as your ability to produce clean, secure, and well-documented code. 

The software development industry has always existed in a state of flux. Hot new languages and frameworks displace those that have fallen out of favor. New programming paradigms emerge. Regulatory and threat landscapes shift. It’s life. 

2023 promises to be no different. And yet, different. For the first time in over a decade, the tech job market looks precarious, as macroeconomic trends force businesses to tighten their belts and reassess priorities.

We spoke to some of Okta’s leading developers and product experts for their take on the year ahead. And while they acknowledge the bumpy roads before us, they’re also really excited about the maturation of new technologies that promise to change how developers work. 

![WebAssembly](https://images.ctfassets.net/23aumh6u8s0i/280x2sbDIC1LPoqSMtewzd/535ed2be3070e435de09241a7b241513/developer_works_2023_sep1.jpg)

## WebAssembly Will Make Significant Inroads

HTML5 revolutionized the way developers create rich, visual content for the web. It’s hard to overstate its significance. For the first time, developers could use native web technologies to build dynamic browser-based experiences. 

It was a turning point for the Internet. With the legacy albatrosses of Flash and Silverlight discarded, web developers could finally tap its raw potential. The browser could amaze and enthrall. Ever since then, we’ve asked: “How can we do more?”

Enter WebAssembly (WASM). Introduced in 2015 by the World Wide Web Consortium (W3C), this technology allows developers to eke even more performance from their web-based applications, and arguably more importantly, gives them the freedom to develop for the browser using the language of their choice. 

In short, it’s a language-agnostic virtual machine that delivers performance equivalent to other compiled languages. Or, put another way, it’s fast. Really, really fast. 

Developers write code using a language of their choice — with Rust a popular option. The WASM compiler then produces a machine code and human-readable equivalent. The latter is broadly analogous to assembly language, although looks far removed from the x86 code you wrote during your undergraduate years. Squint and you might mistake it for Clojure or Common Lisp. It’s beautifully parenthetical, with instructions structured in a hierarchical indented tree format.

That was the high-level explanation. For the sake of expediency, I glossed over some important nuances. Most importantly, I should make it clear that WASM isn’t just for the Web, although that’s a popular use case. The WebAssembly System Interface (WASI) APIs allow you to use WASM in the places you’d normally use things like Node.js. 

I should also point out that language support remains patchy. Some languages have WASM compilers for the web, but not WASI. Others support WASI, but don’t make it easy to write browser-based code. As with most things, your mileage will vary. 

Caveats notwithstanding, WASM is currently on an upward trajectory, and Joël Franusic, CIAM Specialist at Okta, expects its use to explode in 2023. Growing numbers of businesses and individuals will use WASM in their products and projects. 

“More and more languages can now compile to WASM. Admittedly, support isn’t quite where it should be — but it’s so close you can almost taste it,” he said. 

He’s not wrong. Most languages have some degree of WASM support, whether via native tools (like Rust’s wasm-pack) or third-party alternatives, like TinyGo for GoLang. That support is only growing. 


## Businesses Will Invest in Developer Efficiency

Developer productivity is always in vogue. Open Hacker News on any given day and you’ll find a new framework or tool that promises to shorten the time between releases and accelerate the development of new features.

Admittedly, many of the biggest facilitators of improved developer productivity emerged during the most fertile years of the tech industry.

The halcyon post-2010 era, when VC money flowed freely and technology businesses had seemingly-limitless resources. coincided with the mainstreaming of DevOps and CI/CD, the emergence of cross-platform development frameworks like Flutter and React Native, and the growing popularity of microservices-based architectures. And that is, by no means, an exhaustive list.

This push to GSD (get stuff done — you can substitute ‘stuff’ for your preferred curse word’) isn’t new. But 2023 will bring a greater urgency for businesses to adopt technologies that help developers quickly write secure, scalable, and performant code.

As Bhawna Singh, SVP of Engineering at Okta, explains: “Given the economic trends we’re seeing, companies will look to improve their developer productivity so they can do more, while keeping product trust high.”

Businesses will invest in technologies that seamlessly slide into existing developer workflows, and will help engineering teams eliminate release and development friction without compromising security, compliance, or reliability.

“Developers face growing pressure to release features faster, but they’re also expected to write code that’s scalable and secure. The focus for teams will be to make the right integration, automation investments, ” Singh added.

> “Tools supporting low-code/no-code options will be of value in accelerating time to market. as developer efficiency entails not only keeping an existing developer force productive, but also being able to onboard new developers quickly and enabling them to make high quality contributions faster.”

It’s not just tools. Singh believes 2023 will see engineering and security teams become more closely integrated as companies embrace the “shift left” approach to software development.

As explained previously, this approach sees security personnel take an active role in the design and development of applications, as well as the training of engineering staff.

By addressing security issues before they reach production, businesses can release stronger and more robust applications, while simultaneously reducing the monetary cost associated with fixing a vulnerability. 

Given the lean months and years ahead, it’s no surprise the “shift left” approach is about to hit the mainstream.

![Efficiency](https://images.ctfassets.net/23aumh6u8s0i/1rabbt78ePblwoBEDhDXcx/52a6962a11716f8277bb120bff8f5f96/developer_works_2023_sep2.jpg)

## Queryable Encryption Enters the Mainstream

One of the biggest cryptographic advances in recent years is “Queryable Encryption.” It’s exactly what it sounds like. The ability to execute search queries on encrypted data, without first having to decrypt it. 

Queryable encryption had previously languished on the fringes of academia — theoretically possible, but difficult to perform in any practical sense. Not only did it require a high level of understanding in order to execute securely, it also came with a steep computational cost. But that’s beginning to change.

Aïda Diop, Software Engineer, IAM Crypto at Okta, believes that Queryable Encryption is on the cusp of mainstream success. 

The [cryptography expert](https://auth0.com/blog/a-primer-on-cryptography/) highlights the recent launch of MongoDB’s Queryable Encryption feature, which she says will help popularize this feature. 

“The ability to search encrypted data is a major research area in crypto, but it presents a number of challenges. These are mostly due to performance issues, and the difficulties in developing complex search functions on encrypted data,” she said. 

MongoDB’s Queryable Encryption, she said, promises to change that. Diop, who is actively experimenting with the feature, described it as “exciting” with the potential to bring real security and privacy benefits. 

As Queryable Encryption allows businesses to analyze and process encrypted user data, we’ll see an expansion of the things they choose to encrypt. On a basic level, it dramatically expands the list of things that can be secured with end-to-end encryption.

> “One interesting use-case is where users want to look up their data, but they don’t want their service provider or its employees to have access to that data in plaintext,” Diop added. 

## Developers Will Adapt to a Tightening Tech Job Market

After a booming decade for tech jobs, the market is now set for a dramatic contraction, driven by wider macroeconomic turmoil. Already, we’re starting to see the early signs of what promises to be a brutal few years for developers, with Twitter, Facebook, and Salesforce all announcing major layoffs. 

Cassio Sampaio, Senior Vice President of Product at Okta, believes both businesses and individuals will need to adapt in the face of these trying conditions. 

As engineers plan their personal development, they should focus on the skills that can bring value wherever their career takes them. “Reusable skills matter a lot,” said Sampaio. “Developers should brush up on the skills that are more widely needed as teams are reorganized to meet this new reality.” 

Businesses, meanwhile, should seek to improve efficiency by investing in tooling that improves efficiency and productivity. “Every dollar counts,” Sampaio argued. “Your developers should focus on core business needs, rather than trying to build everything under the sun.” 

![Developer-First](https://images.ctfassets.net/23aumh6u8s0i/1xL11M3kvAG33UWVT0dfAK/f65c7984e18dd7a1f7ece98859a6ed48/developer_works_2023_sep3.jpg)

## A “Developer-First” Culture Means Respect and Authority

It’s not all bad news for engineers. Although the pandemic years of 2020 and 2021 were undeniably trying, they were at least accompanied with a booming job market for developers, and workplace changes that allowed for fully-remote teams. 

Developers were always a hot commodity — especially in the competitive tech hubs of Silicon Valley, London, and New York. The shift to remote working gave developers greater choice in who they worked for. They could be more discerning. 

As a result, many companies placed greater emphasis on wooing tech talent. They created “developer-first” cultures. 

Ana Cidre, Developer Advocacy Manager at Okta, expects this trend to continue, even throughout the tightening tech job market. But it’s not just perks that define a “developer-first” culture. It’s also defined by developers being placed in greater positions of decision-making authority. 

And for B2B tech businesses, developers are now a key buying persona. “It’s incredible to see how companies are creating communities and thinking about the developer first. In my opinion, the pandemic drove this trend. Developers aren’t merely more respected, but also more accessible,” she said. 

## The Rise of Rapid Coding 

The 1990s were a simpler time. Software came in big cardboard boxes — or as floppy disks buried within thick manilla envelopes. Patches and bug fixes were calendar events, happening relatively infrequently by today’s standards. And with computers a relatively small part of our lives, the stakes were lower. 

Now software is less of a product and more of a service. It’s something we rely upon, and we expect it to improve from day to day. Few (if any) are prepared to tolerate months-long waits between bug fixes. 

Developers need to be faster than ever. To meet their customers’ need for immediacy, they will have to fundamentally change the way they work. Fortunately, the modern developer apparatus is well-geared towards agility. Businesses can write, test, and deploy a software update in a matter of minutes. 

But there’s more that can be done. Joël Franusic, CIAM Specialist at Okta, is particularly intrigued by the approach taken by Glitch, which was in turn acquired by serverless computing pioneer Fastly earlier this year. 

Glitch and Fastly come from two different worlds, but there are obvious synergies between the two companies. While Fastly started life in the CDN (content delivery network) space, it has since placed greater emphasis on containerization — allowing developers to package their applications as low-footprint, low-dependency units that can rapidly scale and deploy. 

By contrast, Glitch is a playful, web-based developer sandbox. It describes itself as a “yes code” company. Developers can build and execute code directly in the browser and see the effects of their changes in real-time. It offers a level of immediacy that you don’t typically get within traditional developer environments. 

Fastly has promised a hands-off approach to its latest acquisition. It doesn’t want to change the formula that made Glitch popular in the first place. But it does seek to extend Gitch’s technology to a broader audience, particularly those who write code for work — not merely fun. 

Franusic doesn’t just find this prospect enticing — he thinks it has the potential to fundamentally change the ways developers work. 

“When Glitch and Fastly complete their integration, I think we’ll see a growth in rapid development. Glitch makes it ridiculously easy to make the quick changes that comprise most day-to-day software updates, but in a way that’s also highly visible, easy to test, and simple to document,“ he said. 

![Passkeys](https://images.ctfassets.net/23aumh6u8s0i/5rywMgNpd8I4LXCyPWhM1Y/617c949355943892e458e83ed61e1ce8/developer_works_2023_sep4.jpg)

## The Debut Year of Passkeys

Vittorio Bertocci, Principal Architect at Okta, eagerly awaits the mainstreaming of passkeys as a widely-used authentication method for both businesses and consumers. 

“For the past decade or so, every year has been the year we finally get rid of passwords. It’s the identity industry’s equivalent of the ‘Year of the Linux Desktop.’ And while 2023 will be no exception, I do think we’ll make some significant inroads to a glorious passwordless future this year,” he said. 

“Apple, Google, and Microsoft all [delivered (or promised) support for passkeys](https://arstechnica.com/information-technology/2022/10/passkeys-microsoft-apple-and-googles-password-killer-are-finally-here/) — a new take on FIDO2 authentication that makes it possible to use biometric authentication across multiple devices.” 

A major differentiator between passkeys and existing FIDO2 platform authenticators is that they’re backed up in the cloud and aren’t tied to specific devices, allowing them to be used across the various devices the user owns within a given ecosystem (iCloud, Google, etc). This, Bertocci said, is a “game changer.”

“Passkeys have the potential to bring phishing-resistant authentication to the masses. They’re a massive improvement over passwords, but they do present some challenges, particularly in workforce use-cases.” 

“Workers may find themselves using passkeys as consumers, but unable to do the same at work. In some cases, use of personal devices at work will become problematic, as passkeys require cloud sync to function on some platforms, and administrators aren't keen to allow that. This — and many other yet-unidentified challenges — will complicate the rollout of passkeys, but it’s clear we’re going in the right direction,” he said.

How Developers Will Work In 2023

swale-nunez

Swalé Nunez is a polymath with a deep fascination for creativity and an uncontrollable desire to innovate. A creative whose creativity takes shape in the form of technology manifested through human-centered design. Through his disruptively unorthodox approach and advocacy for technology that is user-centric, he is helping to pioneer decentralized identity through user-controlled identity provisioning. <br>
He has architected robust identity and access management solutions across industries, including finance and government sectors, and continuously works to bring that level of security to consumer identity. Ushering in a hybrid architecture implementation, which offers enterprise-grade authentication with intuitive consumer-like ease of use. An implementation that introduces a more transparent profile data sharing model that gives users more control over the access and sharing of their profile data while streamlining onboarding and checkout for seamless digital interactions.

Founder - Iuncta, Inc

Swalé Nunez

Iuncta has a new integration on Auth0 Marketplace

Social logins have given developers an effortless way to address several of their onboarding challenges. With a simple integration that lets users sign up and sign in to applications using social accounts, developers remove considerable friction from the process. Auth0 eased the integration process further, letting developers choose which social login provider to use. The [most prevalent](https://www.okta.com/blog/2020/08/social-login/), Facebook, was generally the default. That integration alone not only helped eliminate password management but also showed increases in conversion rates and overall user engagement. But removing friction and easing a developer’s job is just the first part of this journey. It’s also about user trust.

## A Question of Trust

There has always been an element of trust involved in the social login relationship. But it’s changing. As the relationship between users and the applications they interact with has evolved, user expectations of that relationship have shifted as well. And trust is at the core of these expectations. A study by [MalwareBytes Labs](https://blog.malwarebytes.com/security-world/2019/03/labs-survey-finds-privacy-concerns-distrust-of-social-media-rampant-with-all-age-groups/) found that 95% of internet users don’t trust social media companies with their personal data. Those who responded to the survey showed distrust across all social media platforms. The same research found that 87% of respondents didn’t feel confident sharing their personal data online. The lack of user confidence and distrust is becoming evident in how often they make use of social logins today. 

With users becoming more informed about data privacy and the need to become more active in protecting their online identity, they expect a privacy-first login that will give them more control over and transparency in their data. A report from [PEW Research Center on Americans and their online privacy](https://www.pewresearch.org/internet/2019/11/15/americans-and-privacy-concerned-confused-and-feeling-lack-of-control-over-their-personal-information/) found that 84% of users stated they have little to no control over the data companies collect about them. As technology evolves and with the advent of blockchain technology, users are embracing the idea of having more control over their online identities, data, and transactions, and technology is evolving to help make this possible. Decentralized identity is one such approach.

## A User-First Approach to Online Identity

[Iuncta](https://iuncta.io/)’s user-first approach to identity and access management is built on a model emphasizing transparency that leads to trust. It prioritizes user privacy and enables user control, all consistent with its user-centered design approach. Iuncta is a social login with transparent data sharing and access to zero-party data, so users are always aware of what data is being shared, when, and with whom. A social login that gives users the control they deserve, ensuring trust, offering privacy, and establishing peace of mind.

Iuncta’s decentralized identity implementation allows users to act as their own identity provider online, introducing a more transparent profile-data-sharing model. With its hybrid architecture, developers can quickly and easily offer enterprise-grade passwordless authentication with an intuitive consumer-ready experience that is supported by Iuncta’s [mobile app](https://youtu.be/GN5VMTN_fm8). The Iuncta platform enables user identity on demand, streamlining onboarding and facilitating secure and effortless digital interactions between users and developers.

![Mobile App](https://images.ctfassets.net/23aumh6u8s0i/1yV0zNgYxkdaBNrtSWznCd/ac139374809ea4f043d22ed1db6dda18/01_mobile-app.jpeg)

### End-to-end authentication

The Iuncta solution manages the relationship between the developers and the users of their applications and is supported by a feature-rich cloud offering at the core of an end-to-end solution to consumer online identity management and licensing. 

The key elements in Iuncta’s layered implementation include:

* Developers (Client) – A minimalist module requires only a username for passwordless access.
* Web API/Mobile SDK – A comprehensive list of tools for seamless integration into the Iuncta cloud service offering.
* Cloud services – A feature-rich collection of core Iuncta ecosystem services. It is the control center for the extensive functionality list.
* Mobile app – A clean and intuitive user interface designed to make user interaction with the Iuncta platform natural and effortless. 

![Iuncta](https://images.ctfassets.net/23aumh6u8s0i/1uGGyQ3FBjMBIO34dhAawX/149ba6599cc169cd3c9f0232ba209ea1/02_end-to-end_authentication.png)

Iuncta’s hybrid approach combines a consumer-friendly user experience with enterprise-grade security without lengthy development time. As an official Auth0 partner in its [Marketplace](https://marketplace.auth0.com/integrations/iuncta), the integration only takes a button click and a few simple steps for developers. With an Iuncta partner account, developers get access to the complete list of web APIs and downloadable mobile SDKs, as well as a reference guide with documentation and code samples to enable customization.

## Transparency That Leads to Trust

Social logins don’t all operate by the same set of principles. This means that, despite the importance of transparency, as cited by users, privacy, control over data, and trust aren’t priorities for all social login providers. The most important factor to consumers when choosing to share personal data in its secure collection and storage, control over what data is being shared, and trust in the company, according to the [Agility PR report](https://www.agilitypr.com/pr-news/public-relations/covid-has-made-consumers-more-willing-to-share-data-what-do-they-expect-in-return/). Iuncta believes in these principles and puts them to work.

Through its transparent practices, Iuncta’s social login helps to facilitate this trust through privacy, security, and control. Iuncta meets current and future expectations through:

* Ethical, fair, and transparent data practices without massive data collection or secrecy 
* Passwordless, user-controlled authentication and access to personal data
* Multifactor authentication for additional layers of security
* Creating a channel for users to profit from managing access to their identity, an innovative value exchange model.

Putting transparency into practice, it becomes clear that the more users trust, the more willing they are to share their data; the more data they share, the better the experience. The better the experience, the more likely they are to return as paying customers. A little trust goes a long way. 

Let’s work together to re-establish trust. Check out our [integration in the Auth0 Marketplace](https://marketplace.auth0.com/integrations/iuncta).

A Better Social Login: Transparency That Leads To Trust

Connect with 350 thousand Unstoppable users and bring Web3 universal usernames into your application

We're excited to announce the latest addition to our [Web3 marketplace category](https://marketplace.auth0.com/categories/web3): [Unstoppable Domain's](https://unstoppabledomains.com/) new [Social Connection](https://marketplace.auth0.com/integrations/unstoppable-domains) in the [Auth0 Marketplace](https://auth0.com/marketplace). You can now add Login with Unstoppable to your login box and let users use their Unstoppable NFT domains as an authentication method.

## Unstoppable Domains

A backbone of Web3 technology is the [public/private keypairs](https://auth0.com/blog/how-to-explain-public-key-cryptography-digital-signatures-to-anyone/). The public key acts as a blockchain 'address' that can be used on-chain to assign tokens and other resources. Users hold their private keys to verify ownership of the address. 

One of the usability challenges Web3 users face is interacting with these very long public addresses. If they make one typo when sending a cryptocurrency payment, it can lead to '[burned coins](https://www.coindesk.com/learn/what-does-it-mean-to-burn-crypto/)' – a mistake I made when I first started using Web3 tech.

Similar to how domain names made IP addresses human-readable in the 1980s, Unstoppable Domains is looking to make blockchain addresses more human-readable and easier to transact with through the use of Unstoppable NFT domains. 

These domains let users create a universal username, like myname.crypto, to use with any application. Instead of typing their wallet address into Web3 dApps, like cryptocurrency payment apps, they can instead use their NFT domain, provided the dApp developer implements [Unstoppable Domain's libraries](https://docs.unstoppabledomains.com/developer-toolkit/resolution-integration-methods/resolution-libraries/libraries-overview/) or [uses their API](https://docs.unstoppabledomains.com/developer-toolkit/resolution-integration-methods/resolution-service/overview/). 

Additionally, users can build out their digital identity attached to their NFT domains, bringing the Web3 vision of user privacy and data ownership to life.

## Web3 Signal Sign-On

Unstoppable is competing in the new Web3 wallet signal sign-on sector with over 150 dApp integrations and counting. They are an alternative [Identity Provider (IdP)](https://auth0.com/docs/authenticate/identity-providers) to Facebook, Twitter, or Google, etc. Instead of relying on these Web2 alternatives, users can use their wallet, facilitated by Unstoppable infrastructure, to sign in to applications.

![Web3 Signal Sign-On](https://images.ctfassets.net/23aumh6u8s0i/QnwtlykYKcnkdAySSzzH6/b43ce1324134ca5810ee537a05ecbafd/01_marketplace.png)

Unstoppable lets users enrich the profile associated with each domain with other data usually found in user profiles like social media accounts, personal data, other blockchain addresses the user owns, and more. Some of this data is accessible to anyone via the [Polygon Blockchain](https://polygon.technology/), while other data is stored off-chain and retrieved only when the user signs in with Unstoppable. 

Having profiles stored in Unstoppable available when signing in with Unstoppable Domains lowers the friction to create rich profiles in applications that use the Unstoppable ecosystem.

## How It Works

The Unstoppable team has done a lot of work making this process easy for developers. At a high level, it's two easy steps:

1. Create an Unstoppable client account. This video walks you through the process. You can also: [https://www.loom.com/share/f1655c8e94cc464188472eea80d0f921](https://www.loom.com/share/f1655c8e94cc464188472eea80d0f921); learn about its client configuration options here: [https://docs.unstoppabledomains.com/login-with-unstoppable/login-integration-guides/login-client-configuration/](https://docs.unstoppabledomains.com/login-with-unstoppable/login-integration-guides/login-client-configuration/)
1. Install and configure the social connection in the [Auth0 Marketplace](https://marketplace.auth0.com/integrations/unstoppable-domains) and Auth0 [Dashboard](https://manage.auth0.com/). Configuration instructions are on the marketplace integration page.

It takes five minutes. The (simplified) login flow looks a little like this:

![Unstoppable](https://images.ctfassets.net/23aumh6u8s0i/2z9a1dPN8BZLdbweEtBUVy/810fedf4d956033928516cc4d3331d7c/02_marketplace.png)

## What's Next?

The Auth0 Lab team is actively exploring the best ways to enable developers to build applications that rely on Web3 identity constructs and help bridge the Web2 and Web3 worlds. You can follow our progress on [Twitter](https://twitter.com/auth0lab). If you're interested in speaking with the team, join our [Discord](https://discord.gg/xkbkz9rZcD) and start a thread.

The [Auth0 Marketplace](https://marketplace.auth0.com/) is looking for Web3 partners to build new extensions onto Auth0. Visit [https://auth0.com/integrate](https://auth0.com/integrate) to learn more.


Sign in with Unstoppable Domains, Now on Auth0 Marketplace

Matt-Fleck

Matt is a lifelong problem solver who seeks out challenges where his creativity and knack for devising unique solutions can address real-world problems. He has over 30 years of experience in designing and building mission-critical computer systems.

Anonomatic’s Founder and CEO

Matthew Fleck

Anonomatic PII Vault™ eliminates the need to store PII in your application

Developers face an increasingly complex challenge on top of their regular development work: meeting the demand for data privacy. 

For this reason, protecting personally identifiable information (PII) and data privacy compliance are critical responsibilities for software developers. And these PII challenges often require a unique approach to solve.

Acting as a “separation of concerns”, the Anonomatic PII Vault removes the direct link between Auth0 and your database, completely cutting all PII out of your database and keeping PII secure within the PII Vault. At the same time, the integration between Auth0 and Anonomatic PII Vault eliminates the need to store any PII in Auth0. 

![Anonomatic PII Vault](https://images.ctfassets.net/23aumh6u8s0i/14VC3QpLMu6THLRPkHMzCq/215fe9f3b9a7ae66a9a8aa441f831426/Anonomatic01.png)

## Simple Integration

### Auth0/PII Vault integration

PII Vault integration uses a single Action in Auth0’s built-in **Login** Flow. When a user logs in, Auth0 ensures that the user is registered with PII Vault. 

### Client application/PII Vault integration

The client application then receives a notification of the user login and will receive the user’s unique identifier from Auth0. Rather than storing this value, the application calls the PII Vault and obtains the user’s unique PII Vault Poly-Id. 

With the PII Vault Poly-Id, the application can store all the user’s PII in the PII Vault to remove the direct link between Auth0 and your data. You may then use the PII Vault Poly-Id to serve as the unique identifier for that user, either on the user profile record or on all of the user data. It is up to you and your needs.

## Protecting Your Application from Loss of PII

Rather than take the risk of storing PII in your database, where it may be a target, store it in the highly specialized PII Vault. When you receive PII, it gets stored in the PII Vault, and when you need it, use the selective reidentification API to obtain only what is needed for each specific workflow or user.

The PII Vault currently includes two sets of APIs: high-level and low-level. The most commonly used APIs are three of the high-level APIs, which are used to de-identify, mask and re-identify your data. 

The three APIS are:

* PassthroughAnonymize(): De-identify your data seamlessly within any data pipeline
* PassthroughReIdentify(): Selectively re-identify your data so only the minimum PII is available
* PassthroughMask(): Mask your data so you can use your product data in non-production.

## Poly-Anonymization vs. Encryption & Tokenization

![Anonomatic PII Vault](https://images.ctfassets.net/23aumh6u8s0i/3zBz7tvDWOPmmYSsw5VsPY/fe435946883894b7f0d6fa32e17acbf5/Anonomatic02.png)

Legacy privacy protection techniques like encryption and tokenization are still being used because they are considered the only data anonymization tools available. But they do not solve the data privacy problem. New data anonymization and privacy compliance approach was needed, which is the origin of Poly-Anonymization™ – a key component in the[ PII Vault](https://anonomatic.com/pii-vault-overview/) solution.

Poly-Anonymization involves taking any personally identifying pieces of information (name, gender, address, social security number, etc.) and swapping it out for our Poly-Anonymous Identifier (Poly-Id). Poly-Id values are unique, inconsistent, unpredictable, have multiple potential values, and are not hashed. Once data is poly-anonymized, it can easily be shared without the usual risk of loss of exposure. Now, any number of poly-anonymized data sets can be combined, at the individual level, without ever receiving any PII. This makes robust and smart insights, AL, and ML models more attainable. 

## Use Case: Helping Organizations Share, Collect and Use Highly Sensitive Data

The PII Vault technology was originally designed and built for the L. A. Trust for Children’s Health, which oversees over 100 healthcare facilities that provide a wide array of services to the 600,000+ students of the LA Unified School District. They wanted to know what impact different healthcare services have on academic performance, leading them to build the Data xChange.

PII Vault is the data privacy engine that permits the Data xChange to collect and analyze the HIPAA-protected data for 200,000 patients and the FERPA-protected data from 600,000+ students. With PII Vault, all the data is de-identified before it leaves the firewall of the organization (e.g., Planned Parenthood) and is shared with the LA Trust.

![Anonomatic PII Vault](https://images.ctfassets.net/23aumh6u8s0i/71sJM6ckdAZkuNNgPH58Wu/491699aacc6f60b267a34e8b4b51e6c2/Anonomatic03.png)

Going far beyond tokenization, when the LA Trust receives this data, they receive no PII at all. Instead, the data for each individual from each data source is stamped with a Poly-Id. Then, with PII Vault’s Anonymous Data Matching, the LA Trust is able to combine the data at the individual level, even though data records have different Poly-Id values. 

With this unique capability, the LA Trust can now answer questions such as, “When a student starts getting treated for asthma, what happens to their attendance?”. See some of these groundbreaking insights for yourself at [New Research Highlights Success of School-Based Health Centers — The LA Trust for Children's Health (thelatrust.org)](https://www.thelatrust.org/news/new-research-highlights-success-of-school-based-health-centers)

## Get Started

Check out the [Anonomatic PII Vault integration](https://marketplace.auth0.com/integrations/pii-vault-data-privacy-and-compliance) on the Auth0 Marketplace to learn more about how PII Vault eliminates the need to store PII data in your application. You can also start your free trial to test out all our features (up to 2,000 unique individuals) at [ PIIVault (anonomatic.com)](https://api.anonomatic.com/piivault/ui).

Now Available on Marketplace: Anonomatic PII Vault

alexa-bio

Alexa is a Product Marketing Manager on the Auth0 platform team. With a partner and product marketing background, she is focused on growing our marketplace ecosystem working closely with new and existing partners.

Product Marketing Manager

Alexa Jacky

Stacking integrations from the Auth0 Marketplace enables custom identity use cases with no-code ease

As they compete for attention and conversions in a crowded global marketplace, online retailers and eCommerce companies face a number of challenges. For example:

* **Customers expect personalized omnichannel experiences** at every stage of the buying journey
* **Users want to engage with their apps or services at any time, from any device, in a secure and safe manner** — and they don’t want to spend time with cumbersome account creation
* **The loss of the third-party cookie and tighter app restrictions are threatening marketing strategies** that rely upon cookies and app-based tracking and are forcing a larger dependence on first-party data

The brands that will not only survive but thrive in this dynamic environment will be those that are best able to implement fundamental identity capabilities and extend beyond the identity basics.

But with a developer team that’s busy enough already, it’s important for the business (and for developer sanity) to satisfy identity requirements as quickly — and with as little custom code to write or maintain — as possible.

## Identity Enables Online Retail and eCommerce

Identity may not be top of mind for retailers, but the identity function is essential to helping eCommerce companies:

* **Maximize conversions and revenue** by[ minimizing friction in any and every customer interaction](https://auth0.com/resources/whitepapers/identity-insights-101)
* **Meet user expectations** by[ powering personalized experiences](https://auth0.com/case-studies/coles-group)
* **Manage risk** by addressing regulatory requirements and privacy laws and by addressing[ identity-specific security threats](https://auth0.com/resources/whitepapers/state-of-security-identity-report)

A customer identity and access management (CIAM) solution with the right set of out-of-the-box features can help engineering teams to avoid a whole lot of pain and expense.

For example,[ CIAM has been a core enabler of cosmetic giant Lush’s consumer-oriented initiatives](https://auth0.com/case-studies/lush-cs), powering a range of features including single sign-on (SSO) and guest checkout, as well as the centralization of the point-of-sale (POS) system for the entire business. In particular, extensive out-of-the-box functionality allowed Lush to implement these features with a limited developer team while ensuring the pace of transformation didn’t compromise customer privacy or system security.

While out-of-the-box functionality is important, the real world is a complex and dynamic beast (as anyone who’s ever done a year-over-year roadmap comparison understands). Being able to accommodate change and tailor identity to your unique needs — and doing both without drawing too heavily upon developers — is the difference between CIAM as a necessary component of your application stack and CIAM as an operational and competitive advantage.

![Auth0 Marketplace](https://images.ctfassets.net/23aumh6u8s0i/16QlWAA6ZN2lnMATb3RbMu/3e305e33068ab6a5afb1419500972b4c/Marketplace_Partner_Spotlight_Separator_V01B_3x.png)

## Actions Integrations and the Auth0 Marketplace

A modern CIAM solution can tackle the identity basics (e.g., signups, logins, account updates, password retrievals, etc.), but satisfying advanced use cases often requires transacting with other business systems and third parties to execute complex conditional flows.

Building such advanced logic from scratch is a major undertaking requiring specific skill sets, tools, and knowledge; worse still, it’s inefficient because each use case is a custom coding exercise with little that can be reused.

Alternatively, having a simple but effective (read: powerful, flexible, efficient, etc.) way to make identity work with your other business systems allows developers to quickly implement customized identity solutions without the time, expense, and headaches associated with custom coding projects… and that’s where[ extensibility](https://auth0.com/extensibility) comes into play.

Since launching in late 2020,[ the Auth0 Marketplace](https://marketplace.auth0.com/) has helped developers quickly find and install third-party identity solutions for their applications and APIs.

[Actions Integrations](https://auth0.com/blog/auth0-no-code-actions-integrations-now-available-in-beta/) makes it even easier to extend Auth0 with partner-built innovations, often with no-code, drag-and-drop ease; in fact, you can even ‘stack’ these integrations like building blocks to keep up with new needs and address advanced use cases.

To illustrate, let’s look at some examples…

## Prevent Fraudulent Registrations

One of the major objectives for consumer-facing companies is to convert prospects into first-time customers, and this makes fraudulent registrations (or signup fraud) especially problematic because:

* [Leveraging a customer data platform (CDP)](https://auth0.com/blog/why-you-should-integrate-customer-identity-and-your-customer-data-platform/), customer flows are often optimized based upon data that shows how users interact with a user interface and ultimately ‘convert’ — but fraudulent registrations pollute this data, significantly complicating business analytics activities.
* To maximize conversions, consumer businesses especially must minimize friction during the registration process — but lowering barriers for legitimate users also lowers the barriers for abusers.

While authentication (e.g., logging in with a username and password) shows that a user has the credentials that correspond to a particular account, it doesn’t prove that the user is who they say they are — that’s where[ identity proofing](https://auth0.com/blog/what-is-identity-proofing-and-why-does-it-matter/) comes in, by using additional verifications to create a high degree of confidence that your users are who they claim to be.

Here’s how a sign-up flow works when identity proofing is integrated:

* A new user clicks “sign up” on your website
* The sign-up flow calls upon[ the identity-proofing solution](https://marketplace.auth0.com/categories/identity-proofing)
* The identity proofing solution verifies the user’s identity using phone carrier verification
* Customer identity data is captured and collected by the[ CDP](https://marketplace.auth0.com/integrations/tealium)

By making signup fraud much more challenging to commit, identity proofing meaningfully alters the economics for bad actors and, in doing so, protects your customers, your reputation, and the integrity of the data stored in your CDP.

## Protect and Enrich Existing User Accounts

In addition to protecting against signup fraud, incorporating identity proofing into user workflows can also protect against account takeovers (ATO) and enrich user profiles with ‘golden data’ like age and demographic information.

For example:

* A returning user performs some action, like logging in or attempting to update account details
* Due to the perceived risk associated with the action (and perhaps incorporating other risk signals), the identity stack calls upon the identity-proofing solution as a safeguard
* The identity proofing solution validates the user’s identity, ensuring that the activity is not from a bad actor attempting to take over the account; or, if the user is accessing the service via a mobile app, a[ mobile verification integration](https://marketplace.auth0.com/integrations/incognia-authentication) validates the device ID to confirm the user’s identity
* With the user’s identity validated, the action is permitted, and the data associated with the user’s activity is sent to[ the CDP](https://marketplace.auth0.com/integrations/tealium) to build out the profile

Depending upon the risk signals or significance of the action, the identity-proofing solution may employ document scanning (e.g., passport, driver’s license) and cross-validation as the verification mechanism. When this is the case, the CDP can be enriched with information that may not yet be a part of the user’s profile.

![Auth0 Marketplace](https://images.ctfassets.net/23aumh6u8s0i/6U3nuyVYlbcg9i0C36khkU/61a068d638a5ee2753facbcf5924e55c/Marketplace_Partner_Spotlight_Separator_V01A_3x.png)

## Stop Fraudulent Checkouts

The previous examples involve sending data to the CDP, but the CDP data can also be leveraged within the identity flows. For instance, here’s how data from a CDP can combine with an identity-proofing solution to stop a fraudulent checkout:

* A threat actor masquerading as a user logs in, browses products and adds items to the cart
* The CDP collects and stores behavioral data from this session. The data can then be used to help determine that the risk threshold is exceeded — e.g., the total purchase amount exceeds the real customer’s typical habits, or the IP geo-location is outside the real customer’s region, etc.
* The threat actor fails the identity proofing verification, and the purchase is stopped, protecting the customer and the retail brand from the effects of fraudulent purchases

## Reward Your Loyal Customers

Retail brands can suffer reputational harm when resellers buy premium products (e.g., sneaker drops, limited edition collaborations, small batch cosmetics, etc.) only to mark up the price on a third-party marketplace.

By restricting who is able to purchase these products, retailers can reward loyal customers and protect their brand:

* A user logs in
* The CDP provides customer data that can then be used to indicate whether or not the user exceeds a certain ‘loyalty’ threshold (e.g., based on purchase history)
* If a user exceeds the threshold, then the site/service shows them premium offers
* The user adds a premium product to their cart and initiates the checkout
* Identity proofing validates the user’s identity to guard against an account takeover and ensure that the purchaser is a loyal customer

Additionally, the same building blocks can be used to encourage preferred channel adoption. For example, many retailers reserve limited edition products only for users of their mobile app. Web users could be presented with a message saying, “To see promotional offers, please switch to the app.” If the user’s device has already been verified in a past interaction, then the purchase can proceed; otherwise, the identity stack calls a short verification flow. 

Customer lifetime value is rooted in personalized offers, promotions, and pricing, which depend on rich customer profiles stored in CDPs. To build these profiles, brands collect customer data across various channels and systems, with the mobile app being perhaps the most valuable channel.

## A World of Extensions and Opportunities

Extensibility is a core Auth0 principle.[ Our identity platform](https://auth0.com/resources/videos/platform-introduction-video-2020) is designed to be easy to deploy and even easier to tailor to your unique business needs, so you never have to choose between customizability and ease of deployment.

We’re excited about the potential unlocked by the rich ecosystem of third-party integrations, as they allow our customers to continually add new capabilities as needed.

Whether you prefer the pro-code approach of[ Actions](https://auth0.com/docs/customize/actions) or the no-code convenience of Actions Integrations found within[ the Auth0 Marketplace](https://marketplace.auth0.com/), we encourage you to explore the options to see which of your identity and identity-related use cases already have a ready-built solution just waiting to be integrated!

Why Easy Extensibility is an Online Retail Essential

Learn about all the new integrations to hit our Marketplace.

Another month has passed, and we're continuing to grow our Marketplace. As our partners explore and discover more use cases for extending Auth0, they're continuing to build new, exciting integrations. What does this mean for you? You have growing options to choose from for building your custom identity experience with Auth0.  

See the exciting integrations our partners have built this month. 

![Marketplace](https://images.ctfassets.net/23aumh6u8s0i/6U3nuyVYlbcg9i0C36khkU/61a068d638a5ee2753facbcf5924e55c/Marketplace_Partner_Spotlight_Separator_V01A_3x.png)

![Anonomatic PII Vault](https://images.ctfassets.net/23aumh6u8s0i/3wzehJ7lrVjxkZeXhIwnp4/b3004392fc271c00356888b9270920ff/Anonomatic_PII_Vault.png)

## Anonomatic PII Vault
[**Anonomatic PII Vault**](https://marketplace.auth0.com/integrations/pii-vault-data-privacy-and-compliance) seeks to make data privacy secure, simple, and cost-effective. The Anonomatic integration on Auth0 allows you to store user profiles and any other PII in a specialized PII database, so you don't have to. Using restricted re-identification, PII Vault helps ensure users and processes only have access to the PII values they need. PII Vaults allows anyone who manages sensitive data to safely use, process, and share it, maximizing its value without the risk of exposing PII while meeting data privacy obligations. 

![Aserto Authorization](https://images.ctfassets.net/23aumh6u8s0i/2NP5PRRCGdhiDvZOcrfJb1/c4a7286dc8a40cc8821360584274dca0/Aserto_Authorization.png)

## Aserto Authorization
[**Aserto**](https://marketplace.auth0.com/integrations/aserto-authorization) makes it easy to implement fine-grained, real-time policy-based access control for cloud applications and APIs. The [Aserto integration](https://marketplace.auth0.com/integrations/aserto-authorization) with Auth0 helps determine whether a user is allowed to perform an operation on a particular resource. The authorizer is deployed in your cloud, offering low latency and high availability, while the control plane offers centralized management of authorization policies, user attributes, resource and relationship data, and decision logs. 

![Dentity Web3 Identity Platform](https://images.ctfassets.net/23aumh6u8s0i/5do73jdxwGewnXwa6kGGUe/874b15a60752d8b225785a01a1044197/Dentity_Web3_Identity_Platform.png)

## Dentity Web3 Identity Platform
[**Dentity**](https://marketplace.auth0.com/integrations/dentity-decentralized-identity) makes it easy for customers to build online trust, protect their privacy, and own their digital identity. The [Dentity Web3 Identity Platform](https://marketplace.auth0.com/integrations/dentity-decentralized-identity) offers consumers a no-cost way to create, share, and verify identity credentials, and businesses a new way to issue and verify Verifiable Credentials, increase consumer privacy, and attract and retain customers. This integration allows relying parties to verify credentials held by Dentity users using verifiable presentations consistent with the current standards and specifications in the industry.

![Dock Web3 ID](https://images.ctfassets.net/23aumh6u8s0i/2cE9egvrSF62gWaxmSOM5M/641283c130a62bbb1760fc2c2324a017/Dock_Web3_ID.png)

## Dock Web3 ID
The [**Dock Web3 ID**](https://marketplace.auth0.com/integrations/dock-web-3-id) integration is a blockchain-based authentication and authorization system for signing in with decentralized identifiers and verifiable credentials. Using the [Dock](https://www.dock.io/web3id) integration, developers can grant access and verify end-user eligibility by requesting private data from users' non-custodial identity wallet apps. This allows users to verify eligibility based on private data - like age, driver's license, or proof of NFT ownership - with cryptographically verifiable credentials.

![Marketplace](https://images.ctfassets.net/23aumh6u8s0i/16QlWAA6ZN2lnMATb3RbMu/3e305e33068ab6a5afb1419500972b4c/Marketplace_Partner_Spotlight_Separator_V01B_3x.png)

Make sure you check back next month for our partners' latest releases. In the meantime, check out our [Marketplace catalog](http://marketplace.auth0.com/) for the current list of partner integrations.

Interested in becoming an Auth0 ecosystem partner? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started.

Marketplace Partner Spotlight: What's new from July and August

Flexible streaming directly to your tools powered by Auth0 Marketplace integrations.

No matter industry or size, data collection and analysis can play a critical role in the success of your business. Without the right data or tools in place, it can be impossible to fully analyze performance and make the right user optimizations. The inability to monitor and react to security incidents can set organizations up for risk and brand consequences - [with the average cost of a data breach rising to $4.35 million in 2022.](https://www.ibm.com/security/data-breach) But while real-time data monitoring and alerting is important, it can be difficult to scale - especially if you’re not in the business of data ingestion. 

That’s where log streaming comes in. Log streaming allows you to ingest activity data and receive real-time monitoring and alerts, enabling you to react to security events, analyze performance, and understand user behaviors. We first introduced [Auth0’s log streaming integrations](https://marketplace.auth0.com/features/log-streaming) in 2020, allowing you to easily integrate log streaming into your applications to monitor and keep track of events occurring within your Auth0 tenants. For a bit of a deeper dive into log streaming and our past log streaming integrations, be sure to check out our [log streaming overview blog](https://auth0.com/blog/log-streaming--what-it-is-and-why-it-matters/). 

## Investing in Log Streaming to Enable Rapid Customer Response

[Account takeover attacks increased by approximately 90% from 2020 to 2021](https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/18/the-account-takeover-epidemic-a-wake-up-call-for-chief-digital-officers/?sh=4eb245354196), adding pressure on IT admins to present better account monitoring and protection solutions for their users. Organizations need to be able to quickly see and react to abnormal events within their applications and find areas to improve efficiencies for better user experiences. 

We’ve been offering both log streaming and log extensions as a monitoring solution, but as pressures to react and respond to real-time streaming data grows, we’ve decided to [move away from log extensions](https://community.auth0.com/t/log-extension-deprecation/83017) and fully invest in log streaming. Log extensions delivered a once-viable solution, but we’ve found them difficult to scale to meet the growing needs. By refocusing our efforts, we’re able to launch custom log streaming solutions that are not bound by global management API endpoint limits and rate limits and, ultimately, deliver scalability. For users, this allows you to better react to real-time monitoring and alerts, analyze application performance, and understand your customer behaviors with real-time activity data. 

## Log Streaming Flexibility: Connect Directly to Your Third-Party Data Tools

We’re excited about our new launches for a few reasons. We’ve created a more efficient solution to export log events to your third-party data tools. By shifting our focus to only log streaming, we can continue to enhance our log stream features to make them more customizable for unique use cases. 

A feature we recently implemented, Log Streaming Flexibility, allows users to select which log-type categories they want to stream. This means that instead of filtering the data you want to see at the end of the stream, you can now filter exactly what you want to see directly at the source. The result is better-defined log streams that only send relevant data and easier adoption of log streams with less volume to manage. This functionality also serves as one of the alternatives to the soon-to-be deprecated log extensions functionality. 

## Meet Our Log Streaming Partners

As we continue to fully invest in log streaming, we’ve partnered with Mixpanel and Segment to create custom log streaming integrations built on APIs for two-way communication between applications.

#### [Segment](https://marketplace.auth0.com/integrations/segment-log-streaming)

Built by Auth0, the Twilio Segment integration is a Customer Data Platform (CDP) log streaming solution that provides companies with the data foundation to help build complete customer profiles. Twilio Segment allows companies to collect, unify, and route customer data into any system to better understand their customers and create seamless, compelling experiences in real time. 

#### [Mixpanel](https://marketplace.auth0.com/integrations/mixpanel-log-streaming)
The Mixpanel integration gets engineering, product, and data teams the tools they need by providing fast, flexible, and easy-to-use product analytics. This custom log streaming integration allows you to create behavioral cohorts that can be routed to Mixpanel to create robust data profiles. Mixpanel’s reporting makes it easy to find root causes of user drop-off and growth in order to better serve your customers. 

In addition to the above custom log streaming integrations built in collaboration with Mixpanel and Segment, some of our other partners have launched log streaming integrations in the [Auth0 Marketplace](http://marketplace.auth0.com/). These partner-built integrations are built with custom webhooks to allow you to ingest and track event data within your Auth0 tenants. 

#### [Elastic](https://marketplace.auth0.com/integrations/elastic-security)
[Elastic Security](https://www.elastic.co/security) combines SIEM threat detection features with endpoint prevention and response capabilities in one solution. The Elastic Security log streaming integration for Auth0 uses custom webhooks to enable easy ingestion of Auth0 events to aid with threat detection and incident response. All Auth0 events are mapped to the Elastic Common Schema, allowing you to easily analyze, correlate, and visualize events right away.

#### [Logz.io](https://marketplace.auth0.com/integrations/logz-io)
The [Logz.io](https://logz.io/) Cloud SIEM integration for Auth0 allows you to centrally monitor your workflow logs to help rapidly identify, investigate, and remediate emerging threats. Combining the open-source visualization from Kibana with advanced security analytics backed by AI and Machine Learning, Logz.io enables you to inspect and investigate all of your relevant Auth0 event data. Using custom webhooks, Logz.io allows your team to quickly drill down into granular user data while inferring critical security intelligence to inform decision-making.

#### [MDR ONE](https://marketplace.auth0.com/integrations/mdr-one)
[Kudelski Security’s](https://kudelskisecurity.com/services/mdr-one/) MDR ONE integration uses an advanced set of detection rules to provide widely recognized threat hunting, detection, and response capabilities for Auth0. By offering a unique combination of consulting, technology, and managed services, the MDR ONE integration enables organizations to continuously evaluate security posture and recommends solutions that will address business risk and compliance needs and assist with overall security effectiveness.

## What’s Next for Log Streaming on Auth0?

We’re just at the beginning of our custom log streaming integrations. With the launch of our Auth0-built integrations, we’ll soon be opening up the opportunity for partners to build their own custom log streaming integrations on our Marketplace, in addition to the webhooks-based integrations our partners are already building. 

As we move away from extensions entirely, be on the lookout in the coming months for documentation and announcements on this opportunity, and be sure to check out [auth0.com/integrate](https://auth0.com/integrate) to learn more about the process of building and launching an integration on the [Marketplace](http://marketplace.auth0.com/).



Custom Log Streaming Integrations

Dan McCorriston

Senior Product Marketing Manager

Now, all Auth0 customers - including those on our private cloud platform - have access to all the offerings on the Auth0 Marketplace.

Auth0 is excited to announce a newly expanded offering for [our new private cloud platform](https://auth0.com/blog/a-technical-primer-of-auth0-s-new-private-cloud-platform/) customers - Actions Integrations are now available from the Auth0 Marketplace. What that means is all Auth0 customers that utilize our new private cloud platform have access to all the offerings on the Auth0 Marketplace - SSO, Social Connections, Log Streaming Integrations, and now, Actions Integrations.

Actions Integrations will start to appear in the Development/Staging space now and will be ready in the Production environment in the coming weeks dependent on various release cadences.

### What are Actions Integrations and the Auth0 Marketplace, and why should I care?

At Auth0, we realize that many customers have unique needs, and as a result, they want the ability to customize their identity product. In order to serve these additional customer needs, Auth0 built a variety of tools to extend the functionality of identity. This concept is called **extensibility.**

Auth0 Actions and Actions Integrations is the next generation of **extensibility**. Actions is the low-code offering, and Actions Integrations allows customers to use pre-written no-code, drag and drop options to add other functionality such as ID proofing and consent management. Auth0 provides this additional functionality through integrations with **our Ecosystem partners** offered in the Marketplace.

The Auth0 Marketplace and Auth0 Actions are the two complementary ways we extend Auth0. Customers and their end users need the ability to resolve their unique identity requirements — which may include payments, subscription management, signing terms of services, etc. — to complete a successful user access journey into their application or service.

### What is Private Cloud?

Auth0’s [Private Cloud offering](https://auth0.com/cloud) provides the flexibility and agility offered by cloud deployments but also allows a customer to maintain the control and security they need to protect their customers and their businesses. Many customers that have high security and regulatory concerns - those in the financial services industry, for example - may require certain standards of uptimes, updates, failovers, and support for their deployments. The Auth0 Private Cloud deployment models come in both Standard and Managed levels, depending on the customer’s requirements.

Auth0 [recently invested in retooling the Private Cloud platform](https://auth0.com/blog/a-technical-primer-of-auth0-s-new-private-cloud-platform/) to support more automation, adopt current technologies and help scale the Private Cloud to thousands of environments.

### Benefit of Private Cloud and Actions Integrations

Private Cloud has a strong appeal for customers who have high volume or who are from certain verticals. For example, verticals like banking, where shared databases are a concern. Or customers who have data residency requirements or even those who prefer to deploy in a specific region close to their customers. Private Cloud customers do not have to be concerned with sharing space, public cloud request limits, and multiple customer’s data being present in the same deployment. 

Many of the same customers that have a need for Private Cloud also have extensive use cases for extensibility and the no-code integrations available in the Auth0 Marketplace. Easy-to-use integrations such as Identity Proofing and Customer Data Management. With Actions Integrations, developers no longer need to build or maintain custom code or make changes when we alter programming models or release new versions of Node. These Actions Integrations are built and maintained by our Ecosystem partners and are available right in the Auth0 Marketplace. 

A couple of examples of Actions Integrations available in the Auth0 Marketplace:

* [**Deduce Intelligent MFA**](https://marketplace.auth0.com/integrations/deduce-intelligent-mfa): Deduce prevents consumer-facing Account Takeover (ATO) and registration fraud via the constantly growing Deduce Identity Network, with over 400M profiles and in excess of 1.2B daily activities. Deduce risk signals significantly reduces false positive MFA challenges.
* [**Tealium User Login**](https://marketplace.auth0.com/integrations/tealium): Tealium connects customer data - web, mobile, offline, Internet of Things (IoT) - so brands can connect with their customers. Tealium empowers companies to create a unified, real-time customer data infrastructure and makes customer data more valuable, actionable, and secure.

### Is this an increased opportunity for Ecosystem Partners?

Now that Private Cloud customers have access to Actions Integrations in the Auth0 Marketplace, our Ecosystem Partners have a new and expanded pool of potential customers to reach through building and publishing Actions Integrations into the Marketplace. There’s never been a better time to become an Ecosystem Partner and market your Actions Integrations through the Auth0 Marketplace.

Make sure to visit the [Auth0 Marketplace](https://marketplace.auth0.com/) to see if there is an integration that optimizes your customer’s identity experience. To find out more about becoming a [Private Cloud](https://auth0.com/docs/deploy-monitor/deploy-private-cloud) customer, please [send an inquiry](https://auth0.com/get-started?place=documentation%20post&type=link&text=contact%20auth0%20sales) and someone from Auth0 will contact you about whether it’s a good fit for your business.

Actions Integrations Now Available in Private Cloud

See all the exciting integrations our ecosystem partners are building

We’re excited to continue adding new partner integrations to our Marketplace. Our catalog is continuing to grow, meaning you have more options to choose from for integrating with Auth0. Our partners are continuing to discover and explore opportunities to build and solve a growing list of use cases and scenarios.

Check out the latest to hit our Marketplace this month. 

![DataGrail](https://images.ctfassets.net/23aumh6u8s0i/1bBFkW3AgNb2IFDYnCiwB5/05578365948862ca866434fb0635ab83/01_DataGrail.png)

## DataGrail
**[DataGrail](https://www.datagrail.io/)** is a privacy management platform for building consumer trust and eliminating risky business. The DataGrail integration enables continuous data discovery, automated data subject requests, and unified preference management, making it easier for brands to automate and scale their privacy programs. Using the integration, data stored in Auth0 can be acted on to quickly process DSRs (access, deletion, and do-not-sell requests) and comply with global privacy regulations like GDPR, CCPA, and CPRA. 

![Iuncta](https://images.ctfassets.net/23aumh6u8s0i/6SeszEUG2Z4nNf06fTvyGg/a0a3c6b14389f273eeab8b3b333587dc/02_Iuncta.png)

## Iuncta
**[Iuncta](https://iuncta.io/)** is a privacy-first social login that gives users more control over the access and sharing of their profile data. Its decentralized identity implementation allows users to act as their own identity provider online, which introduces a more transparent profile data sharing model. With its hybrid architecture, users can quickly and easily offer an enterprise-grade password-less authentication solution with an intuitive consumer-ready experience supported by the mobile app. The Iuncta platform enables user identity on demand, which streamlines onboarding and facilitates effortless digital interactions between users and integration partners. 

![MDR ONE](https://images.ctfassets.net/23aumh6u8s0i/7tWp2TgVztBTmeyQlJYKKw/30738b78ecf9a810386452f03687c284/03_MDR_ONE.png)

## MDR ONE
[Kudelski Security’s](https://kudelskisecurity.com/services/mdr-one/) **[MDR ONE](https://marketplace.auth0.com/integrations/mdr-one)** integration uses an advanced set of detection rules to provide widely recognized threat hunting and detection and response capabilities for Auth0. Kudelski Security is a global provider of tailored cybersecurity solutions for large enterprise and public sector clients. By offering a unique combination of consulting, technology, and managed services, the MDR ONE integration enables organizations to continuously evaluate security posture and recommends solutions that reduce business risk, maintain compliance, and increase overall security effectiveness.

![Snow Atlas](https://images.ctfassets.net/23aumh6u8s0i/6WiPsDji9U58nKxQUrl4Bu/21166544a6ab0ac5dcada099052c04a6/04_Snow_Atlas.png)

## Snow Atlas
The **[Snow Atlas](https://marketplace.auth0.com/integrations/snow-software-snow-atlas-sso)** integration—the technology intelligence platform from Snow Software—provides comprehensive visibility and contextual insight across software, SaaS, hardware, and cloud. The Snow Atlas SSO integration enables customers to sign in using Auth0 for single sign-on. For Snow Atlas customers, enabling single sign-on is as easy as adding Auth0 to their tenant and entering credentials, with the option to configure additional items such as organizational restrictions and automatic user provisioning.

![Web3Auth](https://images.ctfassets.net/23aumh6u8s0i/6QVaPFNZhamiPtICV1AwOr/1dcf279df66357e2b8eb9f34467dbe12/05_Web3Auth.png)

## Web3Auth
The **[Web3Auth](https://marketplace.auth0.com/integrations/web3auth)** integration on Auth0 allows organizations to provide and connect their users with self-custodial wallets, enabling applications to connect to any blockchain. Customers can use existing Auth0 login flows in a self-customizable manner, with no need for seed phrases or directly interfacing with vulnerable public-private key pairs. Web3Auth allows existing crypto-native users to connect or use their key management of choice. 

![WunderGraph](https://images.ctfassets.net/23aumh6u8s0i/1M6e9O4u8GgLd8xRFe8ZFI/bfdbf34181dd86ba94185c76d7f2f8b3/06_WunderGraph.png)

## WunderGraph
**[WunderGraph](https://marketplace.auth0.com/integrations/wundergraph)**, a secure developer-focused framework, provides a single solution for application integrations. The WunderGraph integration on Auth0 allows organizations to quickly integrate services, databases, and third-party APIs into a secure, unified, and extensible API using a declarative approach. WunderGraph is open source and built upon standards like GraphQL, OpenAPI, OAuth2, and S3. The integration standardizes the way how authentication, authorization, caching, and more are applied to applications.

![YooniK SSO - Face Login](https://images.ctfassets.net/23aumh6u8s0i/KzZUbBntqmG1PsUeZH04B/14d1f4b8e0bd7cd2dc5914a803a0d3f6/07_YooniK_SSO.png)

## YooniK SSO - Face Login
**[YooniK SSO - Face Login](https://marketplace.auth0.com/integrations/yoonik-yooni-k-sso-face-login)** SSO login simplifies customer interactions with secure, passwordless authentication. With this integration, after users log in to an identity provider, they are prompted to grant specific data access to the application, and an ID token with that user information is generated and sent to the application. This simple and secure authentication allows users to register once and access services anywhere, using facial login rather than passwords. 

We’ll be back next month with our latest releases. In the meantime, check out our [Marketplace catalog](http://marketplace.auth0.com/) for the current list of partner integrations and see who launched in Marketplace last month. 

Interested in becoming an Auth0 ecosystem partner? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started. 

Marketplace Partner Spotlight: What’s New from June and July

liz-rivera

At Auth0 I'm responsible for clearly and concisely communicating the value of our CIAM platform. What a great role to be in as digital technologies and applications increasingly become ingrained in our everyday lives. I also oversee the Healthcare vertical, which I'm super passionate about, as digital advances are already recreating the way we receive care.

Senior Product Marketing Manager, CIAM

Liz Rivera

Auth0 has a new CDP partner in our Marketplace

Digital interactions are increasingly dynamic as brands accelerate digitization - adding more digital channels and services to cater to consumer demands for convenient and seamless access to services from anywhere. This reality has fueled an explosion of data being collected across a wide array of channels and customer data repositories, which not only makes it difficult for marketing teams to get a single view of customers but also makes it challenging to trust the accuracy of the data.  

When customers cannot be accurately identified, this skews analytics and impedes true understanding of customers, their preferences, and behaviors across all digital properties, which is critical to driving adoption and customer lifetime value. This has sparked a growing need to bridge the gap between marketing and Customer Identity & Access Management (CIAM), combining identity and marketing to create a holistic picture of user behaviors. 

### Breaking down silos with customer data platforms (CDPs)

Brands collect customer data across various channels (web, mobile) and systems (martech, eCommerce, customer care) with the goal of extracting insights to enrich the experience. Unfortunately, these customer data sources act as islands creating siloed views of customers, impacting the ability to effectively analyze and personalize the experience.  

Centralizing customer data is the first step toward fueling the understanding of customers. Today, organizations are turning to customer data platforms (CDPs), which serve as master customer data stores. CDPs aggregate customer data across multiple channels and repositories, unifying previously disparate data silos to create unified customer profiles — the customer 360. 

CDPs enable marketing teams to optimize the timing and targeting of offers, communication, and engagement activities by allowing the analysis of behavior across the customer journey. However, without a proper identity verification source, the legitimacy of the data comes into question.  

Because CDPs aggregate previously collected data, it is difficult to know how valid the data is. The data may have been collected in a channel without gaining proper consent, the customer's identity may still be unknown (e.g., anonymous profiles), and/or the contact details have become outdated or were never validated.

### Source of truth: Customer Identity and Access Management

Traditionally, CIAM has been a form of front-line security. However, it has reciprocal value across an organization as it is the front door to your digital services and products. CIAM is how customers adopt and engage with your digital products and services and gives you the means to accurately identify, collect, analyze and secure their data. 

CIAM provides a unified interface for customers to sign up and sign in to your products and services - it is often the first touchpoint at which customers become identifiable. The data that is collected during these events is not only verified through authentication events but can span deterministic data, customer data brought in from other identity providers (e.g., social or enterprise repositories), the devices being used to access services, and the location services are being consumed from.   

This valuable source of truth can be used to connect customer identity across all digital services, including their preferences, usage patterns, and consent. 

### CIAM and CDPs: Powering the marketing funnel

Investment in a CDP is made to better understand customers in order to drive conversions, ROI, customer retention, engagement, loyalty, funnel optimization, and customer experience. Enriching the customer profile with essential identity data across all applications can further accelerate the value of a CDP investment.

Through bi-directional synchronization with CDPs and other martech systems, CIAM data can be used to:

* **Connect anonymous profiles to known customers **by providing verified identity data at signups, such as IP address and device identifiers. The CDP can ingest this data and correlate it to a previously unknown profile. With third-party cookies going away and mobile devices limiting app tracking, this capability is essential for marketers looking to understand their customers’ behaviors across their pre and post-account creation activity and engagement regardless of application or channel. 
* **Enrich user profiles with accurate, customer-provided data.** CIAM verifies users’ identities during registration and login, using identifiers such as email or mobile number. If the CDP detects a change/update, it will update the user profile with the new data.   
* **Power analytics with actionable identity data spanning how, where, and when users are signing up and signing into applications**. CIAM plays a central role in the conversion funnel. The acquisition is tied to signup, and retention is tied to the login experience associated with your digital services. Not having a unified view of these processes and a way to analyze and take action on this data can lead to friction, which creates frustration and leads to lost conversions. By providing a CDP with this data, which in turn is shared with martech and analytics systems, markets can develop a deeper understanding of customers’ behaviors and transaction patterns to identify threats, points of friction, and opportunities for segmentation. 

### Auth0: Unifying and powering existing tech stacks with identity data

At Auth0, we position ourselves as an essential component in the end-to-end digital relationship. Auth0 serves as a foundation to unify an organization's existing tech stack as it integrates and enables a broad ecosystem of technologies and applications spanning applications, APIs, martech, content management, fraud, privacy, sales, and customer care systems.  

Essentially Auth0 acts as a single source of truth for identity data spanning: 

1. Identifiers a user is providing when creating an account
2. Locales, devices, and IPs that the user is logging in from
3. Number of times a user is logging in
4. Applications the user is logging in to
5. Risk profile of the login that the user completed
6. Verified email or the phone number used during the authentication challenge

By sharing this data with downstream systems, Auth0 can boost business outcomes across an entire organization, for instance: 

* Marketing teams to power analytics to better gauge conversion and derive benefits from clean, trusted data.
* Customer support agents to leverage login activity to better service customers.
* Security teams to utilize transactional data to diagnose a potential account breach.  

We are constantly adding partner integrations to our Marketplace to allow our customers to power their tech stack easily and quickly with identity data. [Tealium](https://tealium.com/) recently launched a new CDP integration on the Auth0 Marketplace - [Tealium User Login](https://marketplace.auth0.com/integrations/tealium).  This integration enables marketing and digital teams to leverage Auth0 identity data to connect anonymous profiles to known users and enrich user profiles with accurate and up-to-date data.  

As we continue to grow our CDP footprint, our partner integrations will have an emphasis on helping consumer businesses better understand customers and drive conversion. These pre-built integrations, like Tealium, allow customers to configure and deploy a CDP without employing developers to build a custom solution. 

Be on the lookout as our partners continue to build out new CDP integrations in the [Auth0 Marketplace](http://marketplace.auth0.com/).

Why You Should Integrate Customer Identity and Your Customer Data Platform (CDP)

Robert Panasiuk 

Deduce CTO Robert Panasiuk has worked on the front lines of the fight against fraud for nearly a decade. He's helped deliver risk, fraud, and security solutions for clients across retail, travel, banking, and payments, including Mastercard and large online retailers. As a technology leader, Panasiuk balances a passion for revenue with a commitment to helping organizations succeed, grow, and solve challenges even in the most fast-paced environments.

Deduce's CTO

Robert Panasiuk

Deduce Intelligent MFA reduces false positive MFA challenges

Despite its overall effectiveness, multi-factor authentication (MFA) can sometimes feel like [“More Frustrating Authentication”](https://www.deduce.com/why-mfa-translates-to-more-frustrating-authentication/).

Many MFA solutions trigger far too many false positives and burden legitimate users with circuitous verification processes. This often leads to churn and potentially a costly hit to the company's reputation.

[A recent CMO Council report](https://cmocouncil.org/thought-leadership/reports/authentication-frustration) validated this point, indicating that 81% of users preferred companies that enabled easy and secure account verification, with more than 60% have canceled a transaction due to an inefficient authentication process.

To mitigate the friction caused by false positives, [Deduce](https://www.deduce.com/) launched its Intelligent MFA. After garnering praise from Fast Company as [the most innovative security solution of 2022](https://www.deduce.com/fast-company-names-deduce-the-most-innovative-security-solution-of-2022/), Deduce’s Intelligent MFA is now available on the [Auth0 Marketplace](https://marketplace.auth0.com/integrations/deduce-intelligent-mfa), delivering increased security and real-time identity insights to deliver a better user experience to a large swath of customers.

## A Smooth User Experience

Using augmented risk models with 75 risk and trust signals that curtail false positive challenges by more than 50%, Deduce helps customers ensure that real account takeover (ATO) threats—not legitimate users—are flagged.

Powering these risk signals is the Deduce Identity Network: a real-time identity graph for online fraud in the US. With over [500 million anonymized user profiles and upwards of 1.4 billion daily activities at its disposal](https://www.deduce.com/resource/idv-solution-brief/), the Deduce Identity Network and its Intelligent MFA application provide a critical layer of identity fraud defense to your Auth0 Identity Platform.

![A Smooth User Experience](https://images.ctfassets.net/23aumh6u8s0i/5xWnzpfcpngSdaYGqM6mGE/5afd01ce0ba9b66c2a95d860e976502e/Uploaded_from_Deduce_Hits_the_Auth0_Marketplace)

Deduce’s Intelligent MFA accounts for the following risk signals, sourcing real-time data to enable a smooth user experience:

* **New IP Found:** Is this IP new to this identity?
* **New Device Found:** Is this a new device for this identity?
* **Suspicious Activity—Time of Day:** Is this time of day not normal or suspicious for this identity?
* **Impossible Travel Detected:** Would it be impossible for a user to travel to a new location from the last known location in the given timeframe?
* **IP / Account Cycling Detected:** Has this IP frequently cycled over many different accounts?
* **Malicious IP Detected:** What malicious activity was observed for this IP across our network?
* **Network Proxy:** Is this identity using a malicious proxy?
* **Network Hosting:** Is this identity using a hosted network?

[Deduce’s](https://www.deduce.com/) Intelligent MFA allows Auth0 Identity Platform customers to benefit from the collective intelligence of the Deduce Identity Network. The eight most significant risk signals listed above increase ATO fraud capture at authentication for returning customers.

Considering [one in three consumers](https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf) abandons a brand after a negative user experience, these risk signals play a crucial role in mitigating false positives and the resultant friction. Deduce’s Intelligent MFA unclutters the user experience via real-time insights that identify legitimate customers who otherwise might have been flagged for logging in at an unfamiliar location or on a new device.

## Easy Setup

With a no-code integration, Auth0 customers can deploy the Deduce Intelligent MFA solution without building custom code. Simple drag and drop tools enable users to add Deduce to any Auth0 workflow and choose the appropriate risk signals for their needs.

[Check out our solution brief](https://www.deduce.com/resource/deduce-intelligent-mfa-for-auth0/) to see how integrating Intelligent MFA into Auth0 can help you reduce friction, improve conversions, combat fraud, and keep customers happy. Additionally, [this guide](https://marketplace.auth0.com/integrations/deduce-intelligent-mfa) walks Auth0 users through the Intelligent MFA activation process.

The video below shows just how easy it is to set up.

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As for prerequisites, there aren’t many: an Auth0 account and tenant (sign up for free [here](https://auth0.com/signup)); an API Key and a Site ID (reach out to [support@deduce.com](mailto:support@deduce.com)); and a tenant with [MFA enabled](https://auth0.com/docs/secure/multi-factor-authentication/enable-mfa).

To learn more about our partnership with Auth0, read [the official press release](https://www.prweb.com/releases/2022/3/prweb18555208.htm).

Deduce Hits the Auth0 Marketplace

The Auth0 Marketplace now supports Web3Auth’s innovative key management infrastructure that transforms your app into a dapp

You need a private key to communicate with web3 blockchains; it’s the only way to confirm your own assets on blockchains. However, [Private keys pose a usability challenge](https://csrc.nist.gov/CSRC/media/Presentations/Usability-and-Key-Management/images-media/Usability_and_Key_Mgmt.pdf), and despite being around since the 70s, [they’ve seen poor adoption](https://www.academia.edu/15236280/Overcoming_Barriers_to_Client_Side_Digital_Certificate_Adoption). Web3 wallets, software that stores a private key and creates a communication framework around it, have improved the usability a bit, but it’s still not seamless. Some web3 organizations have tried to solve this problem with [custodial wallets](https://www.coindesk.com/learn/custodial-wallets-vs-non-custodial-crypto-wallets/), where they manage the key for the user. That solution is contrary to the web3 goals of user control and ownership. [Web3Auth’s innovative social authentication tools](https://medium.com/toruslabs/divi-crypto-podcast-key-management-interview-with-zhen-45c418ff3e54) create a non-custodial wallet that the user controls and is still user friendly, and you can now [integrate those tools](https://marketplace.auth0.com/integrations/web3auth) in your Auth0 tenant!

## How Web3Auth is an Advance in Web3 Usability

<img src="https://images.ctfassets.net/23aumh6u8s0i/YpE8R5YzuYRdOAO2DawCI/b64bf3f16f460cad18d3c28c98d468e7/marketplace_01.jpeg" align="right" alt="Web3" width="60%" /> To get access to any blockchain application, a user needs a web3 [public-private key pair](https://en.wikipedia.org/wiki/Public-key_cryptography). The public key functions as the user’s “address” on the blockchain. The address is an ID used to record the ownership of blockchain assets. It can also be used to encrypt messages that only the private key can decrypt. Only the address owner has access to the private key stored in a web3 wallet, which is how blockchains ensure that only the address owner can buy and sell assets associated with the address.

A major usability challenge about keys for the average end user is that if you lose access to it or the private key is exposed; you can’t update it like you would update a password. The most popular web3 wallets typically manage keys by creating a [seed phrase of 12 to 24 words](https://www.coinbase.com/learn/crypto-basics/what-is-a-seed-phrase), which can be used to create an [array of public keys tied to a private key](https://medium.com/toruslabs/a-beginners-guide-the-basic-web3-architecture-and-tech-stack-81f2061d263c). Provided you can find your seed phrase backup, you can recover access to the assets associated with your blockchain address. It's a single point of failure, and expecting users to securely backup their seed phrase does not provide a good user experience. 

[Web3Auth’s platform](https://docs.web3auth.io/overview/key-management) uses [Shamir Secret Sharing](https://en.wikipedia.org/wiki/Shamir%27s_Secret_Sharing) to split the key and save it in the user’s device, a social login provider, and a recovery method. Web3Auth can then look into the device storage and social sign-in to recreate the user’s key, which creates the web2 authentication experience with a non-custodial web3 wallet. If the user is using a new device, they just need to confirm their identity via a recovery option with an email or other method.

This solution provides a developer:

* A non-custodial wallet to use with web3 blockchains.
* An easier way to create user-friendly web3 onboarding in their application.
* The ability to deploy a social login experience associated with a web3 wallet.
* The best of Web3 security and privacy by design for their end-users.

Implementing social logins with Auth0 lets you quickly add a web3 wallet to your existing application. Web3Auth works with a host of blockchains, including the main layer1 chains ([Ethereum](https://ethereum.org/en/), [Solana](https://solana.com/), [Avalanche](https://www.avax.network/)), and layer 2 chains ([Polygon](https://polygon.technology/), [Starkware](https://starkware.co/), [Arbitrum](https://offchainlabs.com/) and more). By the end of the sign-in process, the user has a valid web3 wallet. It’s a frictionless, secure, self-custodial way to onboard users into the web3 world.

## How It Works

Below we have a high-level overview, but if you want the full details, check out the installation guide.

### Regular Web Application Flow

![Regular Web Application Flow](https://images.ctfassets.net/23aumh6u8s0i/71KY5i7OKKpoMa9KhkkRVM/bbfddd66297e51e870e55ef301496e27/marketplace_02.png)

1. A user initiates their sign-in request, which opens the Auth0 login experience. They select their preferred social identity provider.
2. Auth0 manages the OAuth flow, relaying information to the identity provider.
3. The identity provider relays the identity information to Auth0 based on permissions configured in the Auth0 dashboard.
4. Auth0 sends your application server an authorization code as per the normal [authentication flow](https://auth0.com/docs/get-started/authentication-and-authorization-flow/authorization-code-flow).
5. Your server adds a client ID and client secret to request an [ID token](https://auth0.com/docs/secure/tokens) for the user.
6. Your application server sends the ID token to the Web3Auth SDK in the front-end client application.
7. The Web3Auth SDK passes the ID token information to the Web3Auth network, which converts it to a piece of the private key share.
8. The key share is relayed back to the front-end application, which uses it to reconstruct the private key of the user to use in the application.

### Setup Steps

Working knowledge of JavaScript or Mobile SDKs is required depending on your application type. There are four main steps to getting the integration setup. Each of these steps are spelled out in the [integration guide](https://marketplace.auth0.com/integrations/web3auth).

1. Configure your Auth0 tenant and Web3Auth dashboard.
2. Select and install the appropriate Web3Auth SDK based on your application type.
3. With the SDK installed, you’ll need to initialize your Web3Auth application.
4. Finally, you’ll need to use the `connect.to` function to authenticate the user.

## What's Next?

The Auth0Lab team is actively exploring the best ways to enable developers to build applications that rely on Web3 identity constructs and help bridge the Web2 and Web3 worlds. You can follow our progress on [Twitter](https://twitter.com/auth0lab). If you're interested in speaking with the team, join our [Discord](https://discord.gg/xkbkz9rZcD) and start a thread.

The [Auth0 Marketplace](https://marketplace.auth0.com/) is looking for Web3 partners to build new extensions onto Auth0. Visit [https://auth0.com/integrate](https://auth0.com/integrate) to learn more.

Create Non-Custodial Wallets and Lower Web3 Sign-In Friction with Web3Auth’s Auth0 Integration

See all the awesome integrations our ecosystem partners are building

Our [Marketplace](http://marketplace.auth0.com/) ecosystem is continuing to grow. Over the past couple of months, we’ve been showcasing partner integrations from early 2022 and into the spring. We’re excited to announce that our catalog is only getting better and better as more partners are discovering new use cases and opportunities for integrating with Auth0. 

Check out the latest releases from our Marketplace partners: 

![AE](https://images.ctfassets.net/23aumh6u8s0i/ZUsuJvUmSmCpfNOtLyc2u/23724e8ac513a24fad9f331b7c8cbc1c/01_AE.png)

## AE

**[AE - Idence Access Management](https://marketplace.auth0.com/integrations/idence-access-management)** <br>
The [Idence](https://www.ae.be/idence) integration enriches Auth0 with a brandable, user-friendly portal and customizable workflows through which you can delegate access management to admin users of your B2B partners and customers. Idence makes it easy for admins to onboard and manage the identities and access of their colleagues on your platform. This integration greatly reduces the time and technical complexity of managing access policies for your customer’s users.

![Tealium](https://images.ctfassets.net/23aumh6u8s0i/5bMcDi56pRkrCHwPZ7X8qk/44d837edc0f9e4c7cdfdf0e11abf3df9/02_Tealium.png)

## Tealium

**[Tealium - User Login](https://marketplace.auth0.com/integrations/tealium)** <br>
The [Tealium](https://tealium.com/) customer data platform (CDP) integration connects customer data across the web, mobile, offline, and IoT sources so businesses can better connect with their customers. Tealium creates customer profiles as the foundation of an organization's personalized customer experience. This integration ingests onboarding and login information into the cross-channel Tealium customer profiles for activation. This enables data from Auth0 to be used for customer segmentation and experience rules for engaging customers to drive conversion.

![Netlok](https://images.ctfassets.net/23aumh6u8s0i/4idXQnmvztqbrPLjVHgwBs/35ff87447dd1400f5dc9927bfaddeba6/03_Photolok.png)

## Netlok

**[Netlok - Photolok MFA Login](https://marketplace.auth0.com/integrations/photolok-mfa-login)** <br>
Photolok is a passwordless MFA login that uses secure photos for IAM. In creating the Photolok integration, [Netlok](https://netlok.com/) sought to simplify the login process while providing enhanced security. Photolock eliminates passwords, password rules, and resetting, instead of letting users label a photo for IAM and save it to their profile within seconds. For extra security, photos can be labeled for one-time use and for duress, which acts as a silent alarm to designated IT and security teams when a user is forced to enter their device. 

![Cymatic](https://images.ctfassets.net/23aumh6u8s0i/7qcYanQHkYXsCvbhxnDyfg/5f10770073d8a877a4d03cb18fa07fd2/04_Cymatic.png)

## Cymatic

**[Cymatic - User Risk Analytics](https://marketplace.auth0.com/integrations/cymatic-user-risk-analytics)** <br>
The new [Cymatic](https://cymatic.io/) integration on the Auth0 Marketplace provides organizations with a way to seamlessly understand login risk — without affecting the consumer experience. With Cymatic, you can quickly understand which users put your organization at risk and mitigate ATO before it begins. By adding rich and informative user risk insights and analytics to your Auth0 workflow, you can get a detailed picture of your users’ security hygiene and your organization’s potential risk exposure across logins, sessions, devices, locations, user behaviors, and credentials. 

![443ID](https://images.ctfassets.net/23aumh6u8s0i/6Uli6249QWM2tEY9hT3yor/ba9848e0320ff25b415c691d6845d2c1/05_443ID.png)

## 443ID

**[443ID - Risk Scoring](https://marketplace.auth0.com/integrations/443-id-risk)** <br>
The new [443ID](https://443id.com/) Actions Integration allows you to add OSINT risk to your authentication flows without having to write a single line of code. Using the 443ID integration, you can pair your risk signals with 443ID’s diverse set of OSINT risk signals into your authentication flow right from your Auth0 console. These risk scores let you deny authentication based on risk level or determine when or how a user must MFA. Collecting these risk scores over time allows you to build a unique SignalPrint™, which can be used to recognize and verify legitimate identities while limiting the need for expensive KYC or captchas.

![Kong](https://images.ctfassets.net/23aumh6u8s0i/5xATH8UPcuvZNXN6avTG44/91bc1b418d46930cd80327ed1f57c2ab/06_Kong.png)

## Kong 

**[Kong - API Gateway](https://marketplace.auth0.com/integrations/kong-api-gateway)** <br>
[Kong](https://konghq.com/) provides full lifecycle API management to design, test, and document APIs and microservices, connect services across any infrastructure and automate the API lifecycle. The new Kong integration on the Auth0 Marketplace delivers a customer identity and API management solution based on OpenID Connect (OIDC) standards. Both Kong and Auth0 fully support OIDC and provide seamless integration to implement all flows and grants defined in the standard to give flexibility to the authentication and authorization processes.

Make sure you check each month as we announce the latest releases from our partners. In the meantime, explore our [Marketplace catalog](http://marketplace.auth0.com/) for the current list of partner integrations, and be sure to check out the [last month’s integrations](https://auth0.com/blog/marketplace-partner-spotlight-what-s-new-from-february-and-march/) as well. 

Interested in becoming an Auth0 ecosystem partner? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started.

Marketplace Partner Spotlight: What’s New from May and June

Mikhael Chammaa

As the Marketing Lead at Haventec, Mikhael is responsible for communicating the value of passwordless authentication to developers and product managers worldwide. Based in Australia, Mikhael is focused on the technology sector and has led the marketing function at several cybersecurity organizations.

Marketing Director at Haventec

As cyberattacks become more sophisticated and demand for seamless user experiences grows, developers and technology leaders must evaluate whether the traditional password approach is going to fit in a modern digital era.

Offering your customers single-step passwordless multi-factor authentication (MFA) can reduce the risk of credential theft.

Haventec Authenticate, a winner of cybersecurity awards at the Australian Technologies Competition and InnovationAus, enables you to:

* Decentralize identity 
* Remove passwords from your environment
* Leverage advanced cryptography to validate users
* Seamlessly onboard existing users to single-step passwordless MFA 

![Haventec Authenticate](https://images.ctfassets.net/23aumh6u8s0i/1yGSn7oCqMLJCPAkglA1ab/b53b65ab2eec2dd9f38f14fbdbfb6b01/haventec_image.png)

For application owners and developers, this eliminates unsecured usernames and passwords and the need to store them. The platform makes it easy to transition existing users to an improved authentication experience without disruption while empowering them with a seamless and consistent digital experience across all devices.   

---

## How Haventec Authenticate Works

Haventec Authenticate provides a genuinely passwordless technology that eliminates passwords and shared secrets. This significantly reduces risk while providing customers with a seamless and secure passwordless MFA experience. All they need is a simple PIN or Biometric factor to authenticate.

A PIN is a secret between a user and their device, so an application does not need to hold or protect it. In fact, the PIN is not stored anywhere and is known only to the user.

Haventec Authenticate breaks access to the user's identity into multiple parts, separated into multiple locations. Two sets of keys (public and private) are changed and re-encrypted for every Haventec Authenticate transaction, and the architecture is quantum computer resistant.

The best part is that the user never sees any of this – all they know is that they were able to access the application securely in a split second.

Customers with an application registered with Auth0 can utilize Haventec as their identity provider by leveraging the OpenID Connect standard. Start by setting up your application in Haventec to receive a unique identifier that allows you to create, enable and test your enterprise connection in Auth0 with Haventec Authenticate as the IDP. Please see the [installation documentation](https://marketplace.auth0.com/integrations/haventec-authenticate) for step by step guidance. 

See a demo video for an overview of Haventec's technology.

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## A Phased Approach to Achieving Passwordless Authentication

Your journey towards passwordless authentication will largely depend on your product's maturity and development lifecycle.

Developers of a greenfield application can easily forgo the decades-long paradigm of UserIDs and passwords. Considerations at this stage will revolve around the features, benefits, and scalability of a passwordless solution. In particular, how it can improve customer experience and lifetime value.

For mature applications, developers looking to leverage the security and experience benefits of passwordless authentication should consider a phased approach that minimizes customer disruption. After all, your customers may have been conditioned to authenticate with UserIDs and passwords and see this method as familiar and secure. 

Haventec Authenticate supports a phased approach to passwordless authentication by enabling you to offer your customers:

* **Traditional username and password authentication but with MFA silently enabled to reduce risk.**

 MFA is now a common practice to mitigate against identity theft, phishing attacks, account takeovers, and other digital threats. However, the effort and support required to educate and onboard users are one of the reasons MFA remains optional in many consumer applications. Haventec is solving this challenge through the introduction of Silent MFA.

 Product leaders can activate 'silent' (invisible to the end-user) MFA for their customers without disruption. Customers do not need to install authentication apps, switch devices or apps for another authentication factor, or worry about physical tokens. MFA becomes a single-step experience offering strong customer authentication and peace of mind.

* **Elimination of UserIDs and passwords**

 Organizations looking to further reduce risk, simplify the user experience, and differentiate their product, can leverage Haventec Authenticate's passwordless technology by integrating it with their Auth0 subscription.

 Customers will have the option to use a PIN or Biometric to replace username/password combinations and enjoy a genuinely passwordless MFA experience that is consistent across devices. 

## There's Never Been a Better Time to Go Passwordless

With its optimized user experience and easy integration with your existing Auth0 infrastructure, Haventec Authenticate enables you to make an effortless and customer-centric shift to passwordless for a consistent and secure access experience every time.

To learn more, check out our integration at [marketplace.auth0.com](http://marketplace.auth0.com/)

Seamless and Secure Passwordless MFA from Haventec

DataGrail’s Auth0 Marketplace Integration is ready to solve Data Subject Requests (DSRs)

Auth0 has done the research to help you keep up with changing privacy regulations. Our docs and blogs provide the overviews you need to understand the [General Data Protection Regulation](https://auth0.com/gdpr) (GDPR), [California Consumer Privacy Act](https://auth0.com/ccpa) (CCPA), [compliance](https://auth0.com/docs/secure/data-privacy-and-compliance), [data privacy](https://auth0.com/blog/data-privacy-101/), and [consent management](https://auth0.com/resources/whitepapers/consent-management/) topics.

To keep up with evolving privacy regulations, the [Auth0 Lab team](https://twitter.com/auth0lab) actively explored how to help organizations deal with [data subject access requests (DSARs)](https://www.datagrail.io/glossary/data-subject-access-request-dsar/) in 2021. The more we researched, the more we realized that solving this problem was complex. Shortly after the [acquisition of Auth0](https://auth0.com/blog/okta-acquisition-announcement/), [the Okta Ventures team](https://www.okta.com/okta-ventures/) introduced us to [DataGrail](https://www.datagrail.io/) which is a portfolio company and who already had a DSAR solution ready to deploy.

## The Complexity of Data Subject Requests

The European Union (EU) Commission was tasked with unifying multiple approaches to data privacy. This need to find a solution that would work for all the countries within the EU helped drive a simplified set of regulations for data ecosystems under the GDPR. A clear dichotomy emerged between a data controller and a data processor. An organization that determined how and why to use personal data (a “controller”) would hire a company to process personal data on its behalf and under its instructions (a “processor”). If an individual wanted to exercise a DSAR, that individual would simply ask the controller about what personal data they had, to delete their personal data, or another request about their personal data, and the controller would just send that request to the processor to obtain the information and share it with the individual.

![Data Subject Requests](https://images.ctfassets.net/23aumh6u8s0i/7eRRavWS0Jd5Fvj5M6hfiP/a66842e40c97dc7e3b761b648a58b09f/01.png)

Easy! Except only the simplest organizations have a technology stack that is this uncomplex.

In reality, the problem is far more complex. An organization might have data stored in application databases, CRMs (customer relationship management), logfiles, ad placement platforms, and a host of other business applications. So what seems like a simple relationship turns into a mess. Here’s what an example could look like (these relationships don’t necessarily exist).

![Data Subject Requests](https://images.ctfassets.net/23aumh6u8s0i/4rueDMrZ8PBEEFmN6QWfCs/c12f5761cc4c38de2e430e98ebfb2655/02.png)

We have spoken to organizations with data ecosystems that were far more complicated than this!

Suddenly, a DSAR could involve a dozen applications and the administrators of each. A privacy operations professional needs to keep up-to-date with the various applications used across an organization to make sure personal data is accessed or removed from each. Failure to respond to a single request could result in a massive penalty for an organization, as this example illustrates:

![DSAR](https://images.ctfassets.net/23aumh6u8s0i/3VVuK1C6DADnasBMFmxPS9/ec5cf821128663da4c3f88294cd7e9d6/03.png)

## The Solution, a Data Privacy Platform like DataGrail

DataGrail is a data privacy platform that maps where Personally Identifiable Information (PII) lives across your organization and then tracks, automates, and delivers DSRs. We use DataGrail’s Request Manager at Auth0 and Okta, and it helps us manage requests across our own complex marketing stack.

### How it works

When built with intention, holistic privacy programs ensure consumers are able to receive transparent and timely responses about their personal data, while internal teams can produce a single audit trail and avoid extensive manual effort. DataGrail takes four primary steps to create both outcomes:

1. **DSR forms.** DataGrail provides branded, user-friendly, accessible forms that can be embedded directly on your website. These forms are simple and comprehensive, so consumers spend less time submitting their DSRs, and internal teams receive all the information needed to fulfill the request quickly. Here’s [Okta’s form](https://preferences.okta.com/privacy/) powered by DataGrail.

2. **Identity verification.** Before submissions make their way to our team, DataGrail’s Smart Verification tech checks to ensure the request isn’t fraudulent, so personal data stays private until the individual verifies their identity. Through the DataGrail integration, customers can configure their setup to leverage personal data that is already held within Auth0 to authenticate a submitter’s identity, so they don’t have to volunteer additional personal information like IDs passports, or photographic evidence.

3. **Request automation.** All DSRs are automatically and centrally organized. Whether the incoming request specifies a desire for access, deletion, or to update personal data, DataGrail connects to tools across your organization (internal and third party) so that you can avoid managing manual processes in a spreadsheet. The direct connection to your tools helps avoid security risks and gaps that are introduced by manual efforts.

4. **Audits and compliance.** DataGrail’s dashboard tracks the full request lifecycle in one place. You can see up-to-date logs, ensure requests are tracked and enable consumers to choose to receive their DSRs in PDF and other machine-readable formats. 

DataGrail makes it possible for consumers to effortlessly and safely request their personal data while reducing the manual efforts by our operational teams in carrying out DSRs.

### Auth0 Marketplace Integration

You can find the DataGrail marketplace integration here: [https://marketplace.auth0.com/integrations/datagrail](https://marketplace.auth0.com/integrations/datagrail). You can set it up in as little as 15 minutes!

### 1. Add a DataGrail Application

Head over to your [Applications in your management dashboard](https://manage.auth0.com/#/applications) and create a new application.

![DataGrail](https://images.ctfassets.net/23aumh6u8s0i/uLnbm41DaFmmR2GIARnHp/e4ccf55034e120209b1abff9c93d2d4f/04.png)

Name it something that represents the integration and select “Machine to Machine Applications.”

![Machine to Machine Applications](https://images.ctfassets.net/23aumh6u8s0i/3nbS4aSV0KsiUyVxMKTqFS/8d94e2396e7aff3f82049a8ca86843d6/05.png)

### 2. Authorize Access

The next step in the flow will prompt you to select which API and scopes will have access. Select the Auth0 Management API, and select the following:

![Authorize Access](https://images.ctfassets.net/23aumh6u8s0i/1hPwPiemNgvGK58mD52V5u/7f38b1297a639b3318b020d94bc95917/06.png)

### 3. Configure Application and Gather Connection Data

In the application screen for your new application, head to the settings tab, and then scroll down to Application URIs. 

![Gather Connection Data](https://images.ctfassets.net/23aumh6u8s0i/1kL3x4fq5TTabikQNpvOlB/278fdbf08d58b096d97b1ebbeb3f2a25/07.png)

Add [https://datagrail.com/oauth/auth](https://datagrail.com/oauth/auth) to the “Allowed Callback URLs”:

![Callback URL](https://images.ctfassets.net/23aumh6u8s0i/5Oq4P7CxSeR73K3GJnhGif/42ca0318316b7c0c9f2948c4186dab38/08.png)

Save changes and move to the Basic Information form.

Here you’ll find the necessary information to enter into your DataGrail integration page.

![DataGrail](https://images.ctfassets.net/23aumh6u8s0i/23zl9z58BMEM4bgZnX2pxI/bfc9659dc0f707b3dea389884e7670d0/09.png)

### 4. Enter Necessary Information in DataGrail

   1. Return to the DataGrail Portal (window should be open in a separate tab).
   2. Click **Connect** within the Integration page for Auth0.
   ![Auth0](https://images.ctfassets.net/23aumh6u8s0i/ujn8bo54AkBkQ5SS5deZn/4d5dffda3b92aab198eef286981abb81/10.png)
   3. Enter **_Subdomain_**, **_Client ID_** and **_Client Secret_** obtained from **Step 1.**
   ![Client ID](https://images.ctfassets.net/23aumh6u8s0i/2TteGBUGRfhgY9FF9YKwL7/5d3d350364ac37d246d53c68ec5e5dbe/11.png)
   4. Click **Connect Auth0**
   ![Connect Auth0](https://images.ctfassets.net/23aumh6u8s0i/7acBkw7IwxYhNcz6chdaK8/e0480ea75af593fdc3d1c1153eb8b60d/12.png)
   5. If there are additional Auth0 accounts to integrate, follow these instructions: 

   a. Click **Edit Connection** within the Integration page for Auth0.
   ![Auth0](https://images.ctfassets.net/23aumh6u8s0i/zOcQPCDx8d6jPXrc4HAuQ/237717bb3c2e27f17a828da2548816cd/13.png)
   b. From the drop-down, select **+Add New Connection.** <br>
   c. Under **Connection Name**, enter a new name to identify this separate account (ex: _Auth0 Training Account_). <br>
   d. Repeat **Step 1** to copy **_Subdomain_**,_ **Client ID **_and** _Client Secret_ **for this new account. <br>
   e. Enter **_Subdomain_**,_ **Client ID **_and** _Client Secret_**. <br>
   f. Click **Connect.** 
   ![Connect](https://images.ctfassets.net/23aumh6u8s0i/1SKFhcCzxlrhrN5Yhnf55y/2375424f747946f77fbd44404f3bd48d/14.png)

   6. In the DataGrail Portal, if you have any other integrations not connected (no green check mark), please click **Connect** to complete the configuration and reference the Help Docs link for instructions

You can always email DataGrail for help at [support@datagrail.io](mailto:support@datagrail.io) with any issues or questions regarding your integrations.

### Connecting with Auth0 and Okta Ventures

DataGrail is integrated with multiple teams at Okta. You can start your partnership journey by reaching out to any one of these teams:

The [Auth0 Marketplace](https://marketplace.auth0.com/) is always looking for partners to build new extensions onto Auth0. Visit [https://auth0.com/integrate](https://auth0.com/integrate) to learn more.

The [Okta Ventures](https://www.okta.com/okta-ventures/) team is actively seeking new innovative organizations. You can apply for funding here: [https://www.okta.com/okta-ventures-application](https://www.okta.com/okta-ventures-application/). 

You can follow the research and experiments of the Auth0 Lab team on [Twitter](https://twitter.com/auth0lab) and start a conversation with us on [Discord](https://discord.gg/xkbkz9rZcD).

<include src="asides/AboutAuth0" />

Privacy Automation is an Integration Away

Check out the latest integrations our ecosystem partners are building

With extensibility at the core of our platform, it's no surprise that our partners are discovering endless opportunities for integrations to help our joint customers customize their solutions. Through the [Auth0 Marketplace](http://marketplace.auth0.com/), we've made it easy for you to explore partner integrations that will allow you to extend and customize your Auth0 solution. 

Our list of partners continues to grow, and we're excited to announce some of the most recent integrations to hit our marketplace: 

![Deduce](https://images.ctfassets.net/23aumh6u8s0i/3bt2DmuOaG27pzb33Cvxh1/c782a53b76a835b0e7170f690ec66007/1_Deduce.png)

## Deduce

**[Deduce - Intelligence MFA](https://marketplace.auth0.com/integrations/deduce-intelligent-mfa)** <br>
The [Deduce](https://www.deduce.com/) Intelligent MFA integration acts as a first line of defense against consumer-facing Account Takeover (ATO) and registration fraud. Inform every authentication, account creation, and password reset with identity-backed behavioral intelligence powered by the Deduce Identity Network. The Deduce Identity Network is a consortium of over 150,000 websites and applications that delivers a comprehensive range of both risk and trust signals that help stop fraud, and reduce false-positive challenges, via a no-code integration with Auth0.

![Haventec](https://images.ctfassets.net/23aumh6u8s0i/5KFFwBrRD6DFfNwEsoIW51/a729ba1993027bd10939384310cb179e/2_Haventec.png)

## Haventec

**[Haventec - Single-step passwordless multi-factor authentication](https://marketplace.auth0.com/integrations/haventec-authenticate)** <br>
The [Haventec](https://www.haventec.com/) Authenticate integration is a decentralized identity provider that enables a single-step passwordless multi-factor authentication experience and reduces the risk of credential theft. Single-step passwordless MFA is invisible to the user, does not require switching devices or applications for a second authentication factor, and provides a seamless and consistent experience across all digital channels. Once enabled, the Haventec Authenticate integration can provide single-step passwordless MFA for any application registered with Auth0.

![Elastic](https://images.ctfassets.net/23aumh6u8s0i/3bnzTWy2aUCmcP04rOf1Vq/43cdcb135e8035a44e2d8c61a6860a0a/3_Elastic.png)

## Elastic

**[Elastic - Event ingestion and log streaming](https://marketplace.auth0.com/integrations/elastic-security)** <br>
[Elastic](https://www.elastic.co/) Security enables security teams to stop threats quickly and at scale, with a platform for prevention, detection, and response. The newly launched Elastic Security integration in the Auth0 Marketplace enables the collection, analysis, and correlation of Auth0 events and alerts, leveraging Elastic to ingest events from Auth0's log streaming service. With this integration, Auth0 events can be searched and visualized with predefined mappings, detection rules, and dashboards to aid with threat detection and incident response. 

![Trust Swiftly](https://images.ctfassets.net/23aumh6u8s0i/4yilZ4nXdxZoSZmdWcFXoY/dba6176c1951d8f5f29870f7be8fa3c9/4_Trust_Swiftly.png)

## Trust Swiftly

**[Trust Swiftly - Flexible, secure identity verification](https://marketplace.auth0.com/integrations/trust-swiftly-identity-verification)** <br>
The new [Trust Swiftly](https://urldefense.com/v3/__https://trustswiftly.com/__;!!PwKahg!_cpZ3DY8Ufr8f21at6zHQ5ztKuEEyW9K8YQRrC11gTaCOansr9C1oBhSnRnvXRoEyHIjOPTm8GrceA4bXLT6zsc$) integration in the Auth0 Marketplace provides an adaptive identity proofing platform with over 15 ways to verify user identities. The integration dynamically verifies Auth0 logins and sign-ups with minimal friction for the end user. Example identity verification checks include government-issued IDs, utility statements, video, banking, geolocation, voice, and credit card authorizations. The integration offers configurable settings to support multiple use cases and meet unique verification requirements.

![Spruce ID](https://images.ctfassets.net/23aumh6u8s0i/1H2npZohsE2NF8UQps7BkI/b291f5098d2fd1e4c1ee49407fb019e1/5_Spruce_ID.png)

## Spruce ID

**[Spruce ID](https://marketplace.auth0.com/integrations/siwe?_ga=2.68427345.1715226261.1651077745-2109166029.1639592395&_gac=1.120108410.1648222091.Cj0KCQjw0PWRBhDKARIsAPKHFGjo3PjbfIAxFplxzf6cNR80lX_rTDF62HWDg86rRmPMKYqH9ReU2J8aAp5kEALw_wcB&_gl=1*1p54hh5*rollup_ga*MjEwOTE2NjAyOS4xNjM5NTkyMzk1*rollup_ga_F1G3E656YZ*MTY1MTA3Nzc0NC4xNjYuMC4xNjUxMDc3NzQ0LjYw)** <br>
[Spruce](https://www.spruceid.com/) allows users to control their data across the web. The Sign-In with Ethereum integration from Spruce in the Auth0 Marketplace enables any Auth0 client to handle Ethereum account-based authentication. Sign-In with Ethereum was recently standardized in a Web3 login effort led by The Ethereum Foundation, Spruce, and ENS. The integration leverages an identity server hosted by Spruce/ENS to manage the authentication and also incorporates blockchain-hosted ENS profiles if they are available.

Be sure to check each month as we feature the latest integrations from our growing partner ecosystem. Meanwhile, check out our current list of partner integrations at [marketplace.auth0.com](http://marketplace.auth0.com/)

Interested in building an integration with us? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started.

Marketplace Partner Spotlight: What’s New from February and March

Todd McKinnon

Todd McKinnon is the CEO and co-founder of Okta, the leading provider of enterprise identity, which he co-founded in 2009 with Frederic Kerrest. Under Todd’s leadership, Okta has transformed the way millions of people access technology and put identity at the forefront of security.

Todd’s experience as a leader and technology visionary spans more than 25 years, with deep roots in enterprise software and cloud transformation. Prior to Okta, he led engineering at Salesforce.com, where he grew the team from 15 people to more than 250, and the service from two million daily transactions to more than 150 million. Todd started his career at PeopleSoft, where he held a number of engineering and leadership roles throughout his 8-year tenure.

Todd earned his bachelor’s degree in management and information systems from Brigham Young University and his master’s in computer science from Cal Poly San Luis Obispo. A Bay Area native, Todd is an advisor to Family House and an advocate for equality and inclusion. He is a husband and father, an exercise addict, and a mountain bike enthusiast.

Okta CEO and co-founder

eugenio-pace-new-avatar

Pace co-founded Auth0 in early 2013 with CTO and “brother-in-arms” Matias Woloski while living 7,000 miles apart from each other. Since then, Pace has played an instrumental role in growing Auth0 into a leading identity management company that is loved by developers and trusted by global enterprises. He loves traveling and has visited more than 35 countries for business and pleasure. He currently lives in Redmond, Washington with his wife, two sons, and their labrador retriever. In his spare time, he enjoys the outdoors, rowing, riding bikes, spending time with his family, restoring his 1970 Karmann Ghia, writing his blog, and reading history and philosophy.

CEO and Co-Founder

Eugenio Pace

Today marks one year since Okta and Auth0 officially teamed up to lead together in the customer identity and access management (CIAM) market.

Today marks one year since Okta and Auth0 officially [teamed up](https://www.okta.com/blog/2021/04/its-official-okta-joins-forces-with-auth0/) to lead together in the customer identity and access management (CIAM) market. While we’re still early in our journey, we couldn’t be happier with the momentum we’ve generated as a combined company over the last year. Here’s what we’ve learned so far and a look ahead at what’s next.

### Customers need Okta and Auth0

When we first announced the acquisition, the most-asked question we heard was, “which CIAM product are you keeping?” As we answered at [Showcase21](https://www.okta.com/resources/showcase21-content/), we’re keeping both — we partner with many customers who have unique requirements, and two solutions are better than one to meet these diverse customer needs. It’s one assertion coming from us, but industry analysts have likewise acknowledged Okta and Auth0 as leaders.

Gartner® named Okta and Okta (Auth0) as Leaders in their [2021 Magic Quadrant™ for Access Management](https://www.okta.com/resources/access-management-leader-gartner-magic-quadrant-2021/thankyou/). Together, we address a broad set of identity use cases for our customers in pursuit of the incredible $30B CIAM market opportunity.

Okta and Auth0 customers like [Larimer County, CO](https://www.okta.com/customers/larimer-county/) recognize our joint value. Larimer County partners with both Okta and Auth0 to bolster security and increase flexibility for its internal IT department and county residents. Our company values are each firmly rooted in customer success, and together, our identity platforms are robust and flexible enough to support the most innovative developers and the world’s largest organizations.


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<include src="QuoteCard" body="Okta and Auth0 coming together PB&J-style is an amazing thing for my developers, our IT staff as a whole, our county, and our residents." name="Gregg Turnbull" title="Director of Innovation and Insights" team="" company="Larimer County" />

### Our shared values and vision set the integration up for success

The success we’ve experienced together in the last year is due largely to our shared values — customer success being just one of them. Our joint commitment to innovation, transparency, integrity, and empowerment has allowed us to collaborate effectively and remain focused on our common vision to enable everyone to safely use any technology and establish identity as a primary cloud. On this strong, shared foundation, we’ve made considerable progress in bringing our teams, products, programs, and systems together.

Our employee ranks now exceed 5,000, and together, we support more than 15,000 customers. Although Auth0 remains a product unit within Okta, we’ve combined several functions to accelerate our ability to collaborate and innovate. Our integrated go-to-market team can support organizations across the globe with both customer and workforce identity.

We’ve united our cultures and rituals, coming together for our first joint [company kickoff event](https://www.linkedin.com/posts/activity-6900902245152509952-rv7p?utm_source=linkedin_share&utm_medium=member_desktop_web) in February and our first joint [Developer Day](https://www.okta.com/developer-day-2021-content) in August. We’ve stayed true to our weekly Company All Hands meetings and enjoy hosting a much larger and more global audience. We’ve combined and opened up our many offices so Okta and Auth0 employees can collaborate and build relationships worldwide. We are truly better together, and we continue to experience momentum across the Okta and Auth0 cultures and businesses.

Acquisitions require a ton of work — especially those taking place in fully remote environments! This reality has never been lost on us, and it’s why we’ve been thoughtful and intentional in leading the integration with our shared values and vision. We’ve made a ton of progress so far, but what excites us most is the future.

### Our path forward is bright

We are on a multi-year journey to build the most comprehensive, neutral identity platform in the market, become the standard for customer and workforce identity, and empower everyone to safely use any technology. We have already made great strides within this massive market – $80B TAM – but opportunity abounds ahead. The past year has reinforced one indisputable fact: identity is critical technology. As always, we’re squarely focused on empowering customers with identity, and we know we can go farther and faster together.

Thank you to employees, customers, and partners for making this an incredible first year. We’re still early in our joint journey, and we can’t wait to see what the next year brings.

Source: “Magic Quadrant for Access Management” by Henrique Texeira, [Abhyuday Data](https://www.gartner.com/analyst/85957) and Michael Kelley, Gartner, November 2021.

_Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose._

_Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved._

Raising the Bar on Identity: One Year of Okta + Auth0

Marketplace partner Spruce has expanded the Auth0 platform to use web3 wallets as an identity source.

Thanks to the hard work of [Spruce](https://www.spruceid.com/), following their [announcement on March 8th](https://blog.spruceid.com/spruce-developer-update-17/), you can now add Sign-in with Ethereum to your Auth0 tenant via their [marketplace integration](https://marketplace.auth0.com/integrations/siwe). While the debate rages on the value of cryptocurrencies, non-fungible tokens (NFTs), and decentralized autonomous organizations (DAOs), it’s clear that Web3 technologies have the potential to change the way we authenticate. The [Auth0 Lab team](https://twitter.com/Auth0Lab) has been [following Web3 developments closely](https://twitter.com/Auth0Lab/status/1501984403773394946?s=20&t=_wTmCWDZR0kQifVURed70Q), and we’re excited to promote this new capability in Auth0.

## Adoption 

<img src="https://images.ctfassets.net/23aumh6u8s0i/oPVdQLjdTS63FS60ODRzA/3892e933900b03cf12060cbdb9c34a9a/Uploaded_from_Sign_in_with_Ethereum" align="right" alt="Adoption" width="450" /> At the end of 2021, [crypto.com](http://crypto.com/) estimated that [300 million people](https://assets.ctfassets.net/hfgyig42jimx/5i8TeN1QYJDjn82pSuZB5S/85c7c9393f3ee67e456ec780f9bf11e3/Cryptodotcom_Crypto_Market_Sizing_Jan2022.pdf) own some form of cryptocurrency. That means those 300 million crypto users (as well as new ones) need a wallet to hold the private keys allowing them to access their currency. 

Diving in, [71 million of those cryptos](https://decrypt.co/89486/number-of-non-zero-ethereum-addresses-record-high-71-million-glassnode) wallets hold Ethereum. This massive adoption has led to an ecosystem of tools to help users leverage the [private keys in their wallets](https://developer.bitcoin.org/devguide/wallets.html) for more than just blockchain transactions. 

While many users lean on [Metamask](https://metamask.io/) for [non-custodial software wallets](https://www.bitcoin.com/get-started/custodial-non-custodial-bitcoin-wallets/) and a gateway for interacting with [Web3 DApps](https://ethereum.org/en/developers/docs/dapps/), other options are gaining market share. [Portis](https://www.portis.io/) and [Torus](https://toruswallet.io/) are other non-custodial wallet competitors.

<br><br><br>

[Coinbase](https://www.coinbase.com/) is a popular cryptocurrency exchange that creates [custodial wallets](https://www.coindesk.com/learn/custodial-wallets-vs-non-custodial-crypto-wallets/) on behalf of users to hold on to their cryptocurrencies. [With 89+ million verified users](https://www.coinbase.com/about#:~:text=Coinbase%20powers%20the%20cryptoeconomy,%2C%20earn%2C%20and%20use%20crypto.), it’s quickly becoming a trusted option. [Fortmatic](https://fortmatic.com/) is a custodial wallet just for authentication and gives users access to their private key with a traditional email/password flow that users recognize in web2.


[WalletConnect](https://walletconnect.com/) is both a standard and a set of SDKs that help any app connect to any type of Web3 wallet. With over 160 apps listed in its registry, it’s becoming a popular way for developers to get access to users’ wallets.

Transactions on the Ethereum blockchain are also increasingly getting easier to conduct courtesy of tools like the [Ethereum Name Service (ENS)](https://ens.domains/), which, similar to DNS, maps a unique human-readable name to the underlying machine-readable strings assigned to each wallet/account. This name can be used instead of the public key, and many apps know to find the address by looking at the ENS smart contract with a registry of the associated addresses. [With 300k+ users](https://ens.domains/#home-statistics), ENS is a growing trend in the Web3 community that makes it easier for the average person to work with their key.

## Sign-in with Ethereum (SIWE)

Ethereum, along with other blockchains that allow for “[smart contracts](https://ethereum.org/en/developers/docs/smart-contracts/)”, allow for additional authentication data to be stored on the blockchain. Non-fungible tokens (NFTs) are already being used to grant access to things like [web communities](https://thirdweb.gitbook.io/thirdweb/guides/membership-nft-for-discord), [restaurants](https://coinyuppie.com/empowering-the-membership-club-model-analyzing-the-worlds-first-nft-restaurant/), and [events](https://cointelegraph.com/news/showtime-nft-tickets-take-the-stage-in-2022-connecting-artists-and-fans). When our [Auth0 Lab team](https://twitter.com/Auth0Lab) started looking into Web3 technologies, we realized that smart contracts could be used to store data for [JWT claims](https://jwt.io/introduction), [verifiable credentials](https://en.wikipedia.org/wiki/Verifiable_credentials), and other authorization data. All that’s needed is a signature by the private key to prove the user’s ownership of those rights.

In early December 2021, the Auth0 Lab [released a demo](https://twitter.com/Auth0Lab/status/1468974610058137604?s=20&t=6GJfq6iCeKQ_vhonsCgNSw) of what this could look like using Auth0. It quickly [got the attention](https://twitter.com/metamask/status/1471177244450111498?lang=en) of Web3 organizations like Metamask and led to a jump into the [Auth0 Lab Discord membership](https://discord.gg/xkbkz9rZcD), a community open to anyone interested in discussing Auth0 Lab initiatives with the team. 

[Spruce](http://www.spruceid.com/), which builds decentralized identity tooling and [self-sovereign user data storage](https://www.spruceid.com/kepler) for Web3 users and organizations, released a [sign-in with Ethereum (SIWE) integration](https://marketplace.auth0.com/integrations/siwe) on the Auth0 marketplace. Now any Auth0 client can leverage SIWE in their applications.

![Spruce](https://images.ctfassets.net/23aumh6u8s0i/7qt8yG4BuFlFw5zshSeoVt/f1bd2e1300fa06af4d4d92f0e4625637/Uploaded_from_Sign_in_with_Ethereum)

This activity diagram shows how the oidc.login.xyz server can facilitate authentication. The website in this diagram is an Auth0 application. Like with any OIDC server, Auth0 can augment the data from any additional sources and help manage the JWT. It’s a great way to quickly plug your existing Auth0 application into the growing Web3 user base.

Currently, Metamask, WalletConnect, Fortmatic, Torus, and Coinbase are all supported in the integration.

## Adding Sign in With Ethereum to Your Tenant

It only takes minutes to add sign in with Ethereum to your Auth0 tenant! 

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### Step One: Add the Integration from the Marketplace

From [https://marketplace.auth0.com/integrations/siwe](https://marketplace.auth0.com/integrations/siwe), with a simple click of “Add Integration” and a quick selection of which tenant you’d like to add the integration to, you can get started with your setup.

![Step One](https://images.ctfassets.net/23aumh6u8s0i/5sEgcSRNSFANYAdz2dHD9Q/9eb81092329c05bf9e40cdf9a8d50bcb/Uploaded_from_Sign_in_with_Ethereum)

### Step Two: Obtain a Client ID and Secret

Obtain a Client ID and secret, this can be done with a simple CURL command:

```
curl -X POST https://oidc.login.xyz/register -d '{"redirect_uris":["https://YOUR_AUTH0_DOMAIN/login/callback"]}'
```

![Step Two](https://images.ctfassets.net/23aumh6u8s0i/6qu6mdHY7AEPtn146hdscW/aae8d0fe17316defe591973784a743e9/Uploaded_from_Sign_in_with_Ethereum)

### Step Three: Create the New Social Connection

Login to the Auth0 tenant you selected in Step One and head over to your social connections. A sign-in with Ethereum connection will be on the list:

![Step Three](https://images.ctfassets.net/23aumh6u8s0i/06A8NyYZB1me1aUoQNsHk/8e7710042f874be484e70b3da1a30b9f/Uploaded_from_Sign_in_with_Ethereum)

### Step Four: Configure the Social Connection

Accept the access request by clicking “Continue”, and add your Client ID from Step Two. If your application is a[ Confidential Application](https://auth0.com/docs/get-started/applications/confidential-and-public-applications), add the Client Secret. 

![Step Four](https://images.ctfassets.net/23aumh6u8s0i/34XGbspkzKnoq9HCNZZHmh/cb71bc313c862877fdab1145b57b1852/Uploaded_from_Sign_in_with_Ethereum)

### Step Five: Enable the Connection on Your Application

Finally, toggle the connection to on for the application you’re trying to add it to:

![Step Five](https://images.ctfassets.net/23aumh6u8s0i/32ac6TFbbxiXFOgL0kGyDE/63304bbfa56209f8d2507c979e636ca3/Uploaded_from_Sign_in_with_Ethereum)

That’s it! If you need additional help, review the installation instructions on the [integration marketplace page](https://marketplace.auth0.com/integrations/siwe), and you can always join the [Spruce discord server](https://discord.gg/Sf9tSFzrnt).

## Future Plans for Sign-in with Ethereum

Sign-in with Ethereum (SIWE) [is an open standard](https://eips.ethereum.org/EIPS/eip-4361), led by Spruce with support from the Ethereum Foundation and ENS. It was built [in public](https://login.xyz/) over a number of months with the input of security experts, Ethereum community members, and Web3 projects. Spruce will continue to support their existing work on [numerous libraries for direct integration](https://docs.login.xyz/) and their OpenID Connect Identity Provider Server, which is also [open source](https://github.com/spruceid/siwe-oidc).

## What’s Next?

The Auth0 Lab team is deeply invested in exploring Web3 identity potential. You can follow our progress on [Twitter](https://twitter.com/auth0lab). If you’re interested in speaking with the team, join our discord and start a [thread](https://discord.gg/xkbkz9rZcD).

The Auth0 Lab team is working on demo features and apps that will show the potential of Web3 identity for Web2 and Web3 orgs alike. We look forward to sharing our experiments, working with you, learning from you, and building awesome things together.

The [Auth0 Marketplace](https://marketplace.auth0.com/) is always looking for partners to build new extensions onto Auth0. Visit [https://auth0.com/integrate](https://auth0.com/integrate) to learn more.

Sign In With Ethereum (SIWE), Now Available on Auth0

How to issue Verifiable Credentials from Auth0 user data using MATTR's Auth0 Marketplace Integration

Verifiable Credentials with Auth0 and MATTR

auziros:jeana-tahnk

Jeana has been in the tech industry for 15+ years, both as a communications professional and writer. As Director of Global Communications at Auth0, she works with her internal team and external agencies to amplify the company's visibility worldwide and establish its leadership in the identity industry. When she is not working, she can most likely be found on a field watching one of her three kids playing sports, or cleaning up after her one-year-old retriever who chews everything.

Senior Director, Global Communications

Jeana Tahnk

Trusted integrations from industry-leading third-party solutions extend Auth0's functionality to solve increasingly complex identity needs



**BELLEVUE, Wash. – Sept. 22, 2020 –** The [Auth0](https://auth0.com/) Identity Platform, a product unit within Okta, today announced the launch of [Auth0 Marketplace](https://marketplace.auth0.com), a trusted partner integrations catalog that enables customers to quickly extend the core functionality of the Auth0 platform and use it as an identity solutions hub for their specific needs. Auth0 Marketplace, with its ever-growing breadth of verified partner integrations, provides customers with the extensibility, customization, and confidence to meet their identity needs of today and tomorrow.

Auth0 Marketplace gives customers the power and flexibility to combine Auth0 with adjacent technologies, enabling them to put identity at the forefront of larger projects such as digital transformation, threat detection, compliance, customer conversion, and more. The identity management landscape is increasingly complex, fueled in large part by new security threats, regulatory requirements, privacy laws, and user convenience demands. Yet its function within enterprises is simultaneously becoming more critical, making extensibility a pivotal feature within any identity platform. 

Auth0 Marketplace leverages Auth0's inherently extensible platform even further and supports solutions that cover a wide range of identity needs, including Consent Management, Identity Proofing, Log Streaming, Security, SMS/Email, Single Sign On, Social Login, and more. All integrations have been verified for security and functionality, and are easily discoverable. Once integrations are selected, installation wizards and guides help customers enable these new partner solutions quickly. 

The launch of Auth0 Marketplace reveals two new categories of partner integrations: 

* [**Consent Management**](https://marketplace.auth0.com/categories/consent-management): Obtain and maintain user consent records for collecting data (e.g., via cookies) for ongoing adherence to data privacy regulations like GDPR, CCPA, etc. Auth0 Marketplace features new partner integrations from MyLife Digital, OneTrust, and others. 

* [**Identity Proofing**](https://marketplace.auth0.com/categories/identity-proofing): Verify a user's identity based on real-world factors (e.g., biometrics) and additional factors before granting access. Auth0 Marketplace launches with new partner integrations from Onfido, Vouched, ID DataWeb, Caisson, and others. 

Auth0's existing integrations are now discoverable and available in [Auth0 Marketplace](https://marketplace.auth0.com/), including recently-launched Log Streaming from Splunk, Datadog, Azure Event Grid, and Amazon EventBridge. 

"Consent management, together with identity management, provide a powerful solution for the adherence to the many data privacy policies, like GDPR and CCPA, that continue to crop up and provide incredible hassles for companies," said Kevin Kiley, Chief Revenue Officer at OneTrust. "This issue and need will not go away. Being a premier launch partner in Auth0 Marketplace gives us visibility with Auth0's thousands of customers, and provides them with an integral technology that is more important than ever with today's numerous privacy laws." 

"We are excited to be part of the Auth0 Marketplace launch and have our solution serve as an integral component for Auth0 customers' identity architectures," said Rick Hofmann, VP of Global Partnerships and Alliances at Onfido. "As companies look to accelerate and scale their digital transformation, being able to remotely tie a user to their real, physical identity at onboarding and at other points along the customer journey, is critical to reducing fraud and building customer trust. We look forward to servicing additional audiences via Auth0 Marketplace."

By becoming part of Auth0 Marketplace, partners can participate in the growing demand for digital identity solutions and showcase their innovative products to Auth0's 9,000+ customers worldwide.

"Launching Auth0 Marketplace is a great milestone for the company and further highlights the demand for an extensible identity platform. Giving customers the power to fully adapt Auth0 to their needs widens their ability to build a secure, end-to-end holistic identity solution. Auth0 Marketplace partners represent the integrations that matter for identity," said Shiven Ramji, Chief Product Officer at Auth0. "Auth0 Marketplace will open the door to external innovation and make it easier for our customers to work with Auth0 as a true hub for identity management."

'[**Introducing Auth0 Marketplace**](https://auth0.com/blog/introducing-auth0-marketplace)' provides more detail about how to discover and enable integrations that help businesses solve identity. In addition, Auth0 will be hosting a webinar on October 7th to take a deep dive into Auth0 Marketplace and how it can help customers. Please visit the [registration page](https://auth0.com/resources/upcoming-webinars/auth0-marketplace-webinar) for more details. Companies that wish to become part of Auth0 Marketplace can find more information at the [Auth0 Partners page](https://auth0.com/partners). 
 
<include src="asides/AboutAuth0" />

### Media Contacts
Jeana Tahnk <br />
Global Communications <br />
Auth0 <br />
press@auth0.com

Hannah Carroll <br />
Matter for Auth0 <br />
auth0@matternow.com <br />


Auth0 Marketplace Launches and Provides Even Greater Extensibility for Building Identity Solutions

Check out the integrations our ecosystem partners are building

Extensibility is one of our core capabilities at Auth0, which is why we built the [Auth0 Marketplace](https://marketplace.auth0.com/), making it easier than before to discover the integrations you need to solve identity. The Auth0 Marketplace allows us to easily connect customers with our integration partners and allow you to customize a unique identity solution. Our partners are tapping into the nearly endless possibilities for customized integrations, and we’re excited to see this list continue to grow.

So to celebrate all the awesome integrations and to inspire you as well, we’re going to start sharing the newest integrations we’ve launched recently:

![Berbix Verify](https://images.ctfassets.net/23aumh6u8s0i/2tC5hB4pASo7o9GRBOzEa2/2ee34d4ced457d79f7116c4bb9284615/001_Berbix_Verify.png)

## Berbix Verify

**[Berbix Verify - Instant, automated, and flexible ID verification and biometrics](https://marketplace.auth0.com/integrations/berbix-verify)** <br>
The new [Berbix](https://www.berbix.com/) integration combines authentication and identity verification for a better, more secure customer experience. Berbix provides instant, automated, and flexible ID verification with optional biometric comparisons for a seamless onboarding and re-verification experience. Within a few clicks, you can require identity verification for all users or use a highly flexible integration to target high-risk users or users in specific scenarios. 

![TrueBlue](https://images.ctfassets.net/23aumh6u8s0i/7PBjRNwT2ocPyi0ylBtOE/bbad139be93fba60312be76a90018249/002_TrueBlue_Identity_Verification.png)

## TrueBlue

**[TrueBlue - Australian identity verification](https://marketplace.auth0.com/integrations/trueblue-actions)** <br>
The[ TrueBlue](https://www.trueblue.id/) Actions integration with Auth0 provides Australian-based businesses with the ability to enable secure document identity checks backed by the Australian Department of Home Affairs. With the TrueBlue integration, as users sign up, they receive an identity verification request to submit their details through a custom URL. The documents are then validated by the Department of Home Affairs, without the need to store personal identity documents long term. Using the same Auth0 integration, TrueBlue is currently extending the document types and regions supported.

![authID.ai](https://images.ctfassets.net/23aumh6u8s0i/7gxmmPQjnKHoNGD8W6XO8w/8a1f3ae26409965bcb61f355d765d4af/003_Verified_Biometric_MFA.png)

## authID.ai Verified™

**[authID.ai Verified™ - Biometric MFA](https://marketplace.auth0.com/integrations/verified-biometric-mfa)** <br>
The new[ authID.ai](https://authid.ai/) Actions integration replaces OTP & KBA with facial biometric authentication to prevent account takeover and fraud. Verified by authID.ai strengthens multi-factor authentication by adding advanced facial biometric authentication to verify the user, not just the device. authID.ai’s drag-and-drop solution integrates seamlessly with Auth0 to protect user identity with encryption, increase user certainty to stop account takeover and fraud, and reduce customer effort with low-friction authentication.

![Signicat Express Auth](https://images.ctfassets.net/23aumh6u8s0i/5UQT5jkbzPBDzr6p4bNzBP/dbb429ab44760f6f850470be7f0a980c/004_Signicat_Express_Auth.png)

## Signicat Express Auth

**[Signicat Express Auth - Identity services for the European market](https://marketplace.auth0.com/integrations/signicat-express-auth)** <br>
[Signicat’s](https://www.signicat.com/) Express Auth Actions integration provides services for secure authentication using trusted third-party integrations. Following European eIDAS regulations and AML directives, Signicat provides a subset of services integrated in the Auth0 platform enabling customers to access a European market through 30+ electronic identity schemes. The Signicat Express authentication plugin quickly integrates these services into your Auth0 tenant to enable secure authentication for your end users.

![Logz.io](https://images.ctfassets.net/23aumh6u8s0i/5SNX7CgAg8UNfYXKldfPop/692bb3f6a017d05d56606978fc394545/005_Logz.io_Cloud_SIEM.png)

## Logz.io

**[Logz.io Cloud SIEM - Cloud native SIEM](https://marketplace.auth0.com/integrations/logz-io)** <br>
[Logz.io](https://logz.io/) Cloud SIEM enables you to centrally monitor workflow logs to quickly identify, investigate, and remediate potential and emerging threats. Using Kibana open source visualizations, combined with AI and Machine Learning-based security analytics, the Logz.io integration allows you to easily inspect and investigate relevant event data. Gain contextual visibility into attacks and drill down into granular user data to alert and respond to threats in real time. 

![CircleCI](https://images.ctfassets.net/23aumh6u8s0i/3LRQLTvYkXE8oK2nxbHx7z/2f604165c7b437f1d15fbdf94ae8343d/006_Circle.png)

## Circle

**[CircleCI - Credential-free cryptographic zero trust authentication](https://marketplace.auth0.com/integrations/circle)** <br>
[Circle](https://gocircle.ai/) complements Auth0 in two powerful ways to enhance its value to customers and end users. First, it enables secure continuous credential-free authentication across browsers, applications, and devices. Second, it provides a breakthrough method of delegated Human-in-the-Loop Multi-Factor Authentication (MFA) that uniquely addresses the highest requirements for both privacy and security in identity verification. Unique cryptographic authentication helps eliminate credentials-based attacks while delivering a frictionless customer experience.

Be on the lookout each month as we announce the latest integrations coming out of our extensive partner ecosystem. In the meantime, check out our current list of partners and integrations at [marketplace.auth0.com](http://marketplace.auth0.com/).

Are you interested in building an integration with us? Visit [auth0.com/integrate](http://auth0.com/integrate) to get started.

Marketplace Partner Spotlight: What’s New from the Last Quarter of 2021

andrea-chiarelli

I have over 20 years of experience as a software engineer and technical author. Throughout my career, I've used several programming languages and technologies for the projects I was involved in, ranging from C# to JavaScript, ASP.NET to Node.js, Angular to React, SOAP to REST APIs, etc.

In the last few years, I've been focusing on simplifying the developer experience with Identity and related topics, especially in the .NET ecosystem.

Principal Developer Advocate

Andrea Chiarelli

How to leverage Identity Proofing to increase trust in your applications.

Self-registration, i.e., the process that allows users to create their credentials, is a common approach to onboarding users in applications. It offers users autonomy and frees from any manual backend processing. However, in some contexts, typical self-registration may be insufficient. You may need to go beyond the simple e-mail verification and use Identity Proofing services to confidently identify your users.

## What is Identity Proofing?

So, your application uses Auth0 to authenticate users. They can register by providing their own credentials and profile information or access through [enterprise connections](https://auth0.com/docs/get-started/dashboard/enable-enterprise-connections). Your application can even access their profile, but how can you make sure that your users are who they claim to be? This is the goal of Identity Proofing services. By integrating them into the Auth0 login flow, you can verify their actual identity during the registration or the login process.

Using Identity Proofing services is mandatory when the user identity is a critical factor. Think of scenarios like patient onboarding in a telemedicine system, candidate registration for hiring purposes, student sign in to take an online exam, online transactions in bank and e-commerce activities. In these scenarios, you need to verify that the claimed identity matches the user's actual identity.

Check out [this article to learn more about the business value of Identity Proofing services](http://auth0.com/blog/what-is-identity-proofing-and-why-does-it-matter/).

## Meet Our Identity Proofing Providers

The [Auth0 Marketplace](https://marketplace.auth0.com/) provides you with a few integrations from our partners that help you add Identity Proofing services in your applications. You can do it by adding those integrations in the Auth0 login flow. You just need an <a href="https://auth0.com/signup" data-amp-replace="CLIENT_ID" data-amp-addparams="anonId=CLIENT_ID(cid-scope-cookie-fallback-name)">Auth0 account</a> and an account in our partners' platforms. The rest is just a matter of configuration.

In fact, the Identity Proofing services offered by our partners are implemented as [Auth0 Rules](https://auth0.com/docs/rules) that require a simple setup, for example, entering the provider's keys. Let's take a look at the integrations offered by some of our Identity Proofing partners.

### Meet ID DataWeb

[ID DataWeb](https://www.iddataweb.com/) offers an Identity Proofing integration based on its *Attribute Exchange Network* (AXN). Their service provides your application with three identity verification methods: *MobileMatch*, *BioGovID*, and *Dynamic KBA*. You can also configure a multi-step process for validating the user's identity with the *Identity Verification Workflow*.

![ID DataWeb Verification](https://images.ctfassets.net/23aumh6u8s0i/6codFvfOriC9mWUZcxeRIn/f1b05ea79d4e7379fb77e66510760922/id-dataweb-verification)

The [ID DataWeb Verification](https://marketplace.auth0.com/integrations/iddataweb-identity-verification) integration redirects users to the Identity Proofing workflow. It typically happens at the first user login and the validation result is shared with Auth0.

The [ID DataWeb Verification](https://marketplace.auth0.com/integrations/iddataweb-identity-verification) page in the Auth0 Marketplace will guide you through the integration configuration.

### Meet Persona

Add an additional level of assurance to your log-in experience without hurting conversion with Persona's identity verification flows via the new Persona action in the marketplace. Persona is an identity verification platform that is trusted by companies like Square, Branch, and Coursera to scalably tackle any identity challenge, from automating onboarding decisions to fighting fraud. Use the Persona action to easily customize and trigger any combination of automated verification methods based on how risky a user is after signing up or logging in for your application. Once users are verified by Persona and authenticated by Auth0, use the Persona platform to automate any follow-up action like updating your CRM or sending an email.

### Meet Incognia

With the Incognia Onboarding integration, mobile apps can add real-time address verification to their onboarding processes to establish trust with new customers on day one. Through its SDK, Incognia collects anonymized location data directly from the sensors on a mobile device. Once an address is passed to Incognia, it performs a real-time address verification to determine whether the new user is currently at the provided address or has ever been to that location in the past. 

![Incognia](https://images.ctfassets.net/23aumh6u8s0i/aUxEV2bXX60OhkFNcy7r9/a102c3c4dd0e9482b8b9d57bb505cb3d/incognia-onboarding-2.png)

The Incognia Onboarding integration is implemented as an Auth0 rule at the first user login. When executed, the Incognia Onboarding API assesses whether the new user’s location behavior actually relates to the provided address and delivers a risk assessment and supporting evidence.

Check out the [Incognia Onboarding listing page](https://marketplace.auth0.com/integrations/incognia-onboarding) for more details. 

## Summary

This overview of Identity Proofing shows how you can empower your users' digital trust relationship. Identity Proofing helps you prevent fraud, especially in scenarios where the user's actual identity is crucial. The [Auth0 Marketplace](https://marketplace.auth0.com/) provides you with easy-to-use integrations from the best Identity Proofing providers on the market.

All integrations in the Marketplace are pre-validated by Auth0, so you know you can trust them. Also, you can get support for the integrations directly from the experts that created them. Finally, if there is an integration that you would like to see in the Marketplace, [you can request it here](https://community.auth0.com/c/marketplace/request-integration/89). You can also [submit your own integration](https://auth0.com/partners) if you'd like to share it with other developers.



Auth0 Marketplace: Add Identity Proofing to Your Applications

Salman Ladha

As a Product Marketing Manager, I’m responsible for communicating the value of identity for SaaS application builders and our public sector vertical. I’m particularly passionate about the role identity plays in accelerating business growth, promoting product adoption, and establishing trust. Outside of work, you can catch me reading, working out, or watching the latest Marvel movie.

How identity can help startups scale up-market to win bigger deals.

Most (not all) founders at Business-to-Business (B2B) and Software-as-a-Service (SaaS) startups dream of becoming the next industry-defining enterprise application like Salesforce, Slack, or Atlassian.

To have millions of daily active users, billions of dollars in market capitalization, and the comfort of being a staple in the technology stack of another business, is a revered status that [fuels the ambition of hungry startups](https://auth0.com/blog/so-you-want-to-be-a-unicorn/).  

An important step to attaining such scale is the difficult journey of moving upmarket to acquire enterprise customers. From both a go-to-market (GTM) and product perspective, enterprise customers come with their own unique set of [requirements](https://www.enterpriseready.io/), which can overwhelm even the most disciplined teams. As a burgeoning startup, pursuing these opportunities may feel like a double-edged sword.

On the one hand, adding a large, recognizable brand to your customer base would improve your company’s standing in the market. On the other, it would mean diverting most (if not all) development resources towards building capabilities that aren’t central to your business’s core value proposition.

The good news is that business customer identity solutions can help provide startup teams with the necessary tools to incorporate standard enterprise-ready capabilities early on in their product development, thus unlocking future growth. In doing so, identity can support GTM motions without bogging down technical teams in the long run. 


## 670 Billion Reasons to Move Upmarket 

The enterprise market is an attractive space for SaaS companies for one main reason: there’s a lot of money on the table.

Digital transformation continues to change the way businesses operate, particularly related to the adoption of cloud applications. Investments into SaaS products were up [50% in 2020](https://www.blissfully.com/saas-trends/2020-annual-report/) compared to the previous year and showed no signs of slowing down. [According to a Gartner®](https://www.gartner.com/en/newsroom/press-releases/2022-01-18-gartner-forecasts-worldwide-it-spending-to-grow-five-point-1-percent-in-2022) report, worldwide spending on Enterprise Software is projected to reach almost 670 billion dollars this year alone, representing an 11% growth rate. 

For startups, entering this segment of the market not only signals a level of product maturity but also supports long-term, sustainable growth by widening the total addressable market (TAM) of the business and increasing profitability in a few ways. 

First, the average selling price (ASP) for an enterprise customer is typically much larger than others. As an example, let’s consider Shopify, the Canadian E-commerce company that helps businesses sell, ship, and process payments online. Their core platform, geared towards small and medium-sized businesses (SMB), has an upper price point of $299/month. In stark contrast, Shopify Plus, their enterprise offering, is nearly ten times that, starting at $2000/month. This is why enterprise deals can grow revenues from [10 to 30](https://www.saastr.com/why-tilting-just-a-smidge-from-self-service-can-grow-your-revenue-30x/) times the original product’s value depending on the market, product, and offers. 

Secondly, enterprise clients are [less likely to churn](https://www.cmswire.com/analytics/enterprise-saas-churn-rates-whats-acceptable/#:~:text=According%20to%20Lincoln%20Murphy%20of,would%20be%20approximately%200.4%20percent.) from your service. Due to the higher ASP, longer contract lengths, and less price sensitivity, the average churn for enterprise customers can range anywhere from 1% to 5% compared to the 20% - 25% churn seen from their SMB counterparts. 

Finally, adding a recognizable brand to your customer base exerts a form of gravity that other GTM teams can leverage as it signals a degree of credibility for your offering. As an example, look at the customers cited on your favorite SaaS applications home page. You’ll likely find larger, established companies. For what it’s worth, AMD, Pfizer, and American Airlines are just a few of the global brands you’ll find on the Auth0 [home page](https://auth0.com/). 

When you combine all of those factors, the benefit on pipeline generation, top-line revenue, and net dollar retention paint a compelling picture of the financial benefit of moving upmarket. 


## The Challenges of Building for Enterprise 

The natural question is if the enterprise space is so lucrative, why doesn’t every company race towards it like their valuation depends on it? 

Though a SaaS company may demonstrate market viability with its customers in the SMB segment, the needs of the enterprise are significantly more complex, often stressing functionality around user provisioning, administration, and security at scale. They’re inherently risk-averse and rely on well-established patterns to vet the security of the SaaS applications they adopt. Common requirements of doing business with larger customers include: 

* **Single Sign-On —** so that administrators can easily manage user provisioning and de-provisioning via their own IdP while making it simple for employees to access an application. 
* **Multi-Factor Authentication —** to align with security policies and validate the owner of the account is the one actually trying to access the application. 
* **Role-Based Access Control (RBAC) —** so that appropriate levels of user permissions can be granted throughout an application.  
* **Compliance Accreditations —** certifications such as [SOC2](https://auth0.com/blog/soc-2-compliance-and-certification-what-saas-businesses-need-to-know/), [ISO27001](https://auth0.com/blog/what-is-iso-27001-2013-a-guide-for-businesses/), and [PCI](https://auth0.com/blog/what-is-pci-a-business-guide-to-compliance/) DSS that are granted by a third party and assert a professional standard.
* **Data Privacy Compliance —** adherence to privacy laws and regulations such as GDPR, LGPD, APPI, and CCPA. 

It’s not _impossible_ to build these capabilities with developers in-house, but it is challenging and requires subject matter expertise in identity, security, and protocols. 

However, just because developers _can_ build something doesn’t mean they _should_. When it comes to platform capabilities like authentication, startups should weigh their decision against two key criteria:

1. The opportunity cost of doing it yourself 
2. The potential cost of getting it wrong  

B2B buyers have never had more options for the SaaS solutions they adopt. Consider the marketing technology landscape, with over [8,000 products](https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/) that promise some variation of the same value proposition. Building a single sign-on solution from scratch might meet the requirements of the enterprise customer you’re trying to close a deal with, but it also takes away from your team’s ability to work on the core customer problems your technology aims to solve. While you’re bogged down learning the nuances of SAML protocols, competitors can double down on product innovation and focus on delivering differentiated value from your offering. 

Additionally, putting the responsibility of building mission-critical infrastructure onto developers whose core expertise lies outside of security is a risky proposition because the financial and social costs of getting it wrong are severe. Identity is increasingly becoming a target for bad actors. According to Verizon’s 2021 Data Breach Investigations Report, [80% of web application breaches](https://www.verizon.com/business/resources/reports/dbir/) involves using stolen credentials. On average, credential stuffing attacks cost businesses upwards of [4 million dollars](https://www.information-age.com/credential-stuffing-123482099/) a year. Sifting through protocols and leveraging open source code—which has also been shown to have [vulnerabilities](https://www.sonatype.com/resources/white-paper-state-of-the-software-supply-chain-2020)—might feel like an easy option, but it’s highly stressful for internal teams, requires constant attention in the form of maintenance, and if something does go wrong, it can leave your business in tatters. 

## Becoming _Identity_ Ready to Fuel Growth   

Your identity platform should be a crucial tool in your efforts to grow and land larger customers. Auth0’s Business Customer Identity solution is purpose-built for the unique needs of B2B SaaS organizations. With it, customer requirements around Enterprise SSO and Multi-Factor Authentication are available out-of-the-box. Coupled with our high availability cloud services that ensure a [99.99%](https://status.auth0.com/) SLA, you’ll have another great reason for that larger customer to sign on the dotted line.

Development teams can quickly implement Auth0 into your application with well-documented APIs and SDKs. In fact, many of our customers go live in [less than a month](https://auth0.com/case-studies/innit-inc/) and have been able to [shorten their time to market](https://auth0.com/resources/whitepapers/how-development-teams-purchase-saas?utm_content=dsa&gclid=Cj0KCQiAosmPBhCPARIsAHOen-NkJJirZcFB7dOkaSL7_S3nBwgTP9G1yZ-pxJ0pK8Eal8ZKRncqI_IaAszlEALw_wcB) for other key product capabilities. 

You’ll also have the peace of mind of having an on-demand, identity security system in place. Secure the data of your business customers by quickly adding protection against some of the most common attacks on identity systems out of the box. From bot attacks to credential stuffing, Auth0 takes the burden of identity security off your internal teams so that they can focus on shipping new features for your product.

Importantly, all of this can be managed programmatically and at scale using Auth0 Organizations, which can help you represent all your business customers in your multi-tenant application.  

If you’re interested in learning how other SaaS businesses used Auth0 to move upmarket and nab larger customers, check out our [Sendoso case study](https://auth0.com/case-studies/sendoso/). 

## Gartner Trademark
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.

<include src="asides/AboutAuth0" />

Identity is the First Step Towards Enterprise Readiness

auziros:mckenzie-mayer

Customer Identity (CIAM) Product Comms lead, driving collective storytelling across Okta and Auth0. Making technology accessible for everyone.

Customer Identity Product Comms Lead at Okta

McKenzie Mayer

Global travel marketplace uses Auth0 to eliminate passwords and block suspicious login activity for millions of customers

**LONDON – 13 January 2021** –[ Auth0](https://auth0.com), a product unit within[ Okta](https://www.okta.com/) (NASDAQ: OKTA), today congratulates its customer, [Skyscanner](https://skyscanner.net), the global travel marketplace, on receiving the 2021 European Identity and Cloud Award for Customer Authentication, presented by [KuppingerCole Analysts AG](https://www.kuppingercole.com/). The winning customer identity project, designed to put travelers first with a simple and secure user experience, helped Skyscanner eliminate nearly all passwords for millions of customers, while blocking suspicious login activity that could signal an attack.

“Skyscanner’s mission is to lead the global transformation for modern and sustainable travel. This includes leveraging Auth0’s modern identity platform to give our customers a complete booking experience, while keeping their data secure,” said Brett Bunting, principal product manager at Skyscanner. “It is an honor and a privilege to receive this award from KuppingerCole, as we work to make booking travel safe and friction-free for everyone.”

Using the Auth0 platform, Skyscanner’s development team introduced [“passwordless” authentication](https://auth0.com/resources/whitepapers/passwordless-authentication), along with intelligent security features to detect and stop malicious attempts to access user accounts. Travelers can now sign up for a Skyscanner account simply and securely with just one click using either a one-time password (OTP) delivered via email, or Google One Tap, which prompts users to log in with their existing Google account. 

Skyscanner was also among the first to use Auth0’s Attack Protection suite to defend against breached passwords, suspicious IP addresses, and bots and scripted attacks, without adding friction for legitimate customers. Travel and retail brands are targeted most by brute force attacks, followed by organizations in the industrial services, government, and technology sectors, according to [Auth0’s 2021 State of Secure Identity Report](https://auth0.com/resources/whitepapers/state-of-security-identity-report). 

“Eliminating passwords and replacing them with strong yet adaptive and frictionless multi-factor authentication is the approach we as security experts have been promoting for years, and yet successful projects of this kind are still quite rare,” said KuppingerCole Senior Analyst Alexei Balaganski in his laudation at the award ceremony. “All this makes the project we honor today even more impressive, considering its sheer scale: Skyscanner serves millions of users from all around the world, seamlessly supporting a broad range of authentication options and protecting its customers and own infrastructure from cyberattacks.”

For the list of 2021 European Identity and Cloud Award winners, please visit the [KuppingerCole website](https://www.kuppingercole.com/eic-2021-awards).

<include src="asides/AboutAuth0" />

Skyscanner Wins KuppingerCole Customer Authentication Award with Auth0

Auth0 integrates netID to support customer privacy needs in Europe

**London/Montabaur, Germany – August 17, 2021 –** The [Auth0](https://auth0.com/) Identity Platform, a product unit within Okta, and the [European netID Foundation](https://enid.foundation/en/) today announced the availability of netID Single Sign-On on [Auth0 Marketplace](https://marketplace.auth0.com/), a catalog of trusted technology integrations to extend the functionality of Auth0’s identity management platform. 

[netID](https://marketplace.auth0.com/integrations/netid-single-sign-on) enables users to sign into apps and websites with their netID account and to decide privately and transparently which data to share. As an independent European identity provider with more than 38 million active user accounts in Germany, netID provides the necessary infrastructure for [Single Sign-On (SSO)](https://auth0.com/blog/what-is-single-sign-on-a-non-developer-s-guide/) but does not store any user data itself. Users can manage the consents they’ve given at any time in netID’s Privacy Center.

“Whether in finance, e-commerce, or online publishing, engaging with users in an all trusted and transparent way is key to driving success. We are excited about the partnership with Auth0 and the availability of the netID Single Sign-On integration. Joint customers can now seamlessly integrate our product and offer users a European alternative to U.S. social login providers,” says Achim Schlosser, board member, and chief technology officer of the European netID Foundation.

“After speaking with many customers, we have identified the integrations that matter to them. The availability of netID on [Auth0 Marketplace](https://marketplace.auth0.com/) is a direct response to the growing need for privacy-enhancing technologies in Europe and part of our continued commitment to international markets,” said Cassio Sampaio, SVP of Product at Auth0. “We are thrilled to have netID as a vetted and valuable vendor in Auth0 Marketplace.” 

Auth0 reviews partner integration functionality and makes available integrations that are easy to discover and integrate for customers. Partners can participate in the growing demand for digital identity solutions and increase their visibility as part of the Auth0 Marketplace and can learn more here: [https://auth0.com/partners](https://auth0.com/partners).

[Auth0, recently acquired by Okta](https://auth0.com/blog/okta-acquisition-announcement/), provides a modern identity platform that helps organizations meet the security, privacy, and convenience needs of their users. Please visit [Auth0 Identity Platform](https://auth0.com/identity-platform) to learn more.

## About the European netID Foundation

The European netID Foundation was established in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1, and United Internet with its brands WEB.DE and GMX. With an independent market solution, the foundation supports Internet offerings from all industry sectors with the implementation of the new European data protection law and, for this purpose, has created the open login standard netID. The initiators of the foundation together reach around 50 million unique users every month and together have more than 38 million active accounts. The foundation is explicitly open to additional partners and initiatives. Further information is available at [www.enid.eu](https://enid.foundation).

<include src="asides/AboutAuth0" />

### Media Contacts
Alexandra Roszkowski<br />
[presse@enid.eu](mailto:presse@enid.eu) <br />
+49 162 25 27-188<br />

Sarah Konarski & Nele Mascher<br />
Finn Partners for Auth0, DACH<br />
[auth0de@finnpartners.com](mailto:auth0de@finnpartners.com)<br />

Auth0 Marketplace Now Offers netID Solution

diegopoza

System Engineer, geek, foodie, technology lover, speaker.

Sr Manager, Developer Advocacy

Diego Poza

The tech market in Latin America is growing; Auth0 can help you keep up with a scalable identity solution.

The number of Venture Capital deals signed in Latin America hit a record high of 488 in 2020. That’s nearly double the 2017 number according to [Bloomberg](https://www.bloomberg.com/news/articles/2021-03-16/latin-american-startups-had-record-venture-capital-deals-in-2020). The growth in the tech market in LatAm isn’t only apparent in new startup deals; companies who already have a presence in the region are expanding both through mergers and acquisitions and by looking into new countries to grow their footprint in the region. 

Each scenario brings its own challenges for your IT infrastructure, particularly your[ identity solution](https://auth0.com/blog/how-to-scale-quickly-with-identity/). If you’re expanding into a new country, there’s likely to be a different data privacy regulation you’ll have to comply with. And that startup you’re eyeing probably has a vastly different infrastructure than yours, whether private or public cloud or even legacy on-prem. An Identity management solution has to be able to expand and flex in order to grow with your company, regardless of the specific scenario.

![Business Expansion](https://images.ctfassets.net/23aumh6u8s0i/1HnNeEEQ4hCBb2M4y2ZerT/5b5a1de004ea8021fdc38d042a85a672/Latam05.jpg)

## With Business Expansion Come Business Questions

Let’s take a look at those two potential growth scenarios and what they mean for your business’s identity solution. First up is the acquisition of a competitor or related smaller entity. [Mergers and acquisitions](https://auth0.com/blog/why-your-ma-strategy-has-to-include-an-iam-solution/) (M&A) always bring an array of unique challenges, but for this article, we’re going to focus on the identity challenges associated with the merging of IT infrastructure.

Your web app may be hosted on a public cloud, but the company you just bought has been in business for a while and is still using on-prem hosting for theirs. In order for you to bring both properties together under one identity solution, you need one that can bridge the gap between the two, allowing your new audience access to both apps without managing multiple sets of credentials.

In our second scenario, your organization is considering an expansion into a neighboring country to take advantage of the easing of business restrictions and the growing market for your product that your marketing team has identified. You already comply with the privacy regulations in your country, but are you ready to comply with those abroad? 

Is your organization ready to answer questions like these:

* Can our existing in-house identity platform scale to include our hybrid-cloud infrastructure and the legacy system our latest acquisition uses?
* Is our identity solution ready to handle the influx of new user accounts and login requests when we roll out to our new market?
* Is our consent gathering process in compliance with the regulations in the country we’re expanding into?

If not, or if the answer to any of these questions is “no,” it may be time to consult with an identity specialist. 

<include src="TweetQuote" quoteText="Auth0 recommends you always consult legal counsel when it comes to complying with data privacy regulations." />

## Auth0 Is the Identity Solution That Scales With You

Both of these scenarios mean you’re going to be scaling your infrastructure, adding users to existing web apps, and even adding new web apps. Having an identity solution in place that can easily expand to include controlling access to these new properties can help reign in costs and speed your time to market post-expansion. Our customers tell us that by using Auth0 for their authentication and identity needs, they took their time-to-value from months or years down to weeks or even days.

Credit card company [Visa reported](https://www.marketwatch.com/story/visa-sees-massive-digital-acceleration-with-millions-trying-e-commerce-for-the-first-time-2020-05-13) that during just the first month of the COVID-19 pandemic, more than 13 million cardholders in Latin America made their very first e-commerce transaction. That’s 13 million new accounts being created, 13 million new logins, and 13 million opportunities for identity to go wrong if your solution isn’t scalable. There are many aspects to what makes something scalable. When it comes to identity, we see five as being the most important.

1. **Bridging legacy and cloud systems**

One of the downsides to M&A is that your IT department inherits the backend infrastructure of the other company, for better or worse. Auth0’s extensive SDK libraries and robust APIs mean it’s a simple matter to bridge the gap between legacy systems and modern cloud-first ones. One login box can take your current and new customers to both web apps, no matter where they’re hosted. This ability also speeds your time to value because your developers can maintain focus on their core product delivery rather than piecing together connectivity solutions that may only work for a short time.

2. **Single source of truth for customer data**

Bringing all of your customer data together into one single source of truth (SSoT) makes it that much easier to protect. It also speeds access when a user logs in, as no matter which property they’re using, it has only one place to look to find their credentials, rather than scouring multiple data silos.

3. **Single sign-on**

Customers want low-friction experiences online, and being able to create an account using credentials they already have is a great way to win them over. Single sign-on (using account information from a provider like Apple, Facebook, or Twitter) allows a customer to create an account on your site quickly and easily, and without the need to create and remember a new password.

4. **Breach protection**

The issue of passwords brings us to a major sticking point for many identity solutions, protecting user information from data breaches. According to the most recent [IBM/Ponemon Cost of a Data Breach Study](https://www.ibm.com/security/data-breach), the global average cost of a breach is now $3.86 million (USD). And Verizon reports in their [2021 Data Breach Investigations Report](https://www.verizon.com/business/resources/reports/dbir/) that 61% of breaches involve misuse of credentials. Put those together, and you see why protecting your customers’ information is such a major piece of scaling your online business presence and why a robust identity solution needs to take this aspect into account.

5. **Protection from staffing fluctuations**

An often overlooked aspect of identity projects is the simple fact that people change jobs. If you have an identity tool that was developed in-house two years ago, there’s a good chance you won’t have anyone on staff who can expand it to cover your new properties. That will delay roll-out and extend your time-to-market. 

[Auth0 customer WABI](https://auth0.com/case-studies/wabipay/) is modernizing e-commerce in Latin America. They’re currently active in 11 countries and have expansion plans to add four more in 2021. And they’re trusting Auth0 to scale their identity solution to match these ambitious plans. “WABI is scalable, and we need a partner that is, too. We believe Auth0 will support us in getting there.” Says WABI Business Manager Juan Manuel Mingo. With their planned expansion opening their market to millions of potential new customers, WABI knows they need a robust identity platform that’s ready to handle the influx of new users.

## Auth0 Brings Global Experience to Your Latin America Growth Plans

Our founders are from Argentina, the company was started in the United States, and we currently have people in 30+ countries with more being added every day. Our [international team](https://auth0.com/blog/auth0-expands-global-partner-network-in-latin-america-with-clm/) of identity specialists can help you work out your identity needs and help get you set up with an identity as a service (IDaaS) platform that is ready to grow with your company, no matter what your expansion plans look like. We know that having an identity solution designed to be extensible and flexible to move with your business can mean the difference between a successful rollout or a failed acquisition attempt. 

Auth0 is built on open standards, making it easy to connect with existing systems and varying infrastructure scenarios. Bridging the gap between a public cloud-based web app and an on-prem user database is only the beginning. Our extensive marketplace of integrations means you can connect with your existing business software solutions as well.

Our breach protection includes features such as [bot detection](https://auth0.com/docs/attack-protection/bot-detection), [adaptive MFA](https://auth0.com/multifactor-authentication), [single sign-on](https://auth0.com/single-sign-on), and [passwordless](https://auth0.com/passwordless) flows. And the [Auth0 Marketplace](https://marketplace.auth0.com/) has what you need to handle everything from consent management to business process software integrations. The protections and extensibility we offer is a key factor in our scalability. 

When the time comes to expand across borders, Auth0 is ready. We’re certified by a third party as compliant with the International Standards Organization (ISO) standards [ISO27001](https://www.iso.org/obp/ui/#iso:std:iso-iec:27001:ed-2:v1:en) and [ISO27018](https://www.iso.org/standard/61498.html) for handling information security and personally identifiable information (PII) as a cloud provider.

![Growing](https://images.ctfassets.net/23aumh6u8s0i/1sBMtrIri0sAw0OBkWE4QV/41d7fc8b0740ac05ec3c82145fd1478f/Latam06.jpg)

## Auth0 is the Identity Solution That Can Keep Up With The Growing LatAm Market

To provide your customers with a continuous, low-friction, and intuitive login flow requires a robust identity solution. Whether you’re scaling internationally or your growth plans call for staying closer to home, Auth0 can provide the IDaaS platform you need to maintain a great customer experience while ensuring the security and privacy of your customer data. And don’t worry if you’ve already started an identity project and hit a stumbling block, [our experts can help](https://auth0.com/contact-us). 

<include src="asides/AboutAuth0" />

Can Your Identity Solution Grow With Your Company?

5e074956ee8ba1fea26e30d28c190495?s=300 avatar

5e074956ee8ba1fea26e30d28c190495?s=300

Full stack developer creating content at Auth0. I love taking a deep dive into hard-to-understand concepts and creating content that makes them easier to grasp. In my free time you can usually find me reading, hanging out with my dogs, or curling in the squat rack.

Former Developer Content Manager

Holly Guevara

Easily add integrations to your application with Auth0 Marketplace


We're excited to announce a brand new way to **find and integrate third-party solutions** into your Auth0 application &mdash; [**Auth0 Marketplace**](https://marketplace.auth0.com)!

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## What is Auth0 Marketplace

At Auth0, we never want to keep you stuck in a box. That's why we hold **extensibility** as one of our core product capabilities. While the endless options for integration are an excellent way to customize your own unique solution, it can sometimes be difficult and time-consuming to figure out *how* to implement them. 

You've looked through the documentation, waded through Google search results, and still can't figure out the best way to integrate a third-party solution. **We hear you**, so we've put in the work to create a straightforward solution to this problem.

**This is where the Auth0 Marketplace shines.**

With the new Marketplace, you can integrate a third-party service with these simple steps:

- Head to the [Auth0 Marketplace](https://marketplace.auth0.com).
- Search the name of the integration you need.
- Click "Add Integration" or follow the walkthrough under the Installation tab to integrate.

And that's it!

Auth0 Marketplace aims to **simplify your development process** with a straightforward way to add an integration to your application.

### Why use Auth0 Marketplace?

Auth0 Marketplace makes it easier and faster to extend and customize your Auth0 solution.

🤞 **Trusted** &mdash; All of the integrations you find in the Marketplace are pre-validated by Auth0, so you know you can trust them.

🔎 **Searchable** &mdash; Not only can you easily search for an integration you want, but the Marketplace also makes it easy to browse for integrations that you may not even know you need! Browse through our trusted catalog of partner and third-party integrations to see how you can take your Auth0 solution to the next level with just a couple clicks. 

👥 **Open** &mdash; We want the Marketplace to work for you. Do you have an integration in mind that's missing from the Marketplace? We'd love to hear from you! You can [**request an integration**](https://community.auth0.com/c/marketplace/request-integration/89) in our Community forum, or even submit your own! All submissions will be tested and vetted by Auth0 so that you can feel safe using the Marketplace.

## Using Auth0 Marketplace Integrations

Let's see the Marketplace in action by **integrating the GitHub social connection**. This will allow your users to sign in to your application using their GitHub account.

First, make sure you <a href="https://auth0.com/signup" data-amp-replace="CLIENT_ID" data-amp-addparams="anonId=CLIENT_ID(cid-scope-cookie-fallback-name)">**sign up for a free Auth0 account**</a> if you don't already have one.

Next, head over to the [Auth0 Marketplace](https://marketplace.auth0.com/) homepage. Here, you have the option to **browse** through the categories on the left to discover ways to extend your solution or just **search** for the integration you already know you want.

Let's search for "**GitHub**". 

![Auth0 Marketplace GitHub integrations](https://images.ctfassets.net/23aumh6u8s0i/351v5uHzNPkeE47679aBDa/6e923d270a47d62861334b463133d0ac/github-auth0-integration-search)

This gives you three options:

- GitHub Social Connection
- GitHub Enterprise Cloud SSO Integration
- GitHub Enterprise Server SSO Integration

Select the first option, **GitHub Social Connection**.

![Auth0 Marketplace GitHub social connection](https://images.ctfassets.net/23aumh6u8s0i/4V8Vp2nVjoVUHi8WA0K8dT/626e808cacc64c9e22ee0382d2a65700/auth0-marketplace-github-login)

This will bring you to the GitHub integration page, which contains the following information: 

- Description of the third-party integration
- Link to the third-party integration website and the privacy policy
- Link to the [support page](https://support.auth0.com/) for the GitHub integration
- Installation tab where you'll find instructions to add the integration
- An "Add Integration" button, which will take you to the Auth0 dashboard to install the integration

> ❗ Note: Every integration has its own support link. For partner integrations, you'll be taken to the partner website to receive the best support.

Click on the **Installation** tab, and you'll see a list of step-by-step instructions to integrate the GitHub login option into your application.

![Auth0 Marketplace GitHub social connection installation steps](https://images.ctfassets.net/23aumh6u8s0i/7r7vtrz8OmeglSi7LPyQY8/34ef5a8b0020221fdc25bc428b727c16/auth0-marketplace-github-installation)

This integration requires you to first set up a GitHub application. The integration instructions tell you exactly how to do this, so just refer to the steps there while setting it up.

For the Auth0 side of the setup, go back to the [Auth0 Marketplace GitHub integration page](https://marketplace.auth0.com/integrations/github-social-connection) and click on the "Add Integration" button. This will take you directly to the GitHub integration configuration page in the Auth0 dashboard. Continue to follow the steps listed on the GitHub Marketplace Integration page to activate the integration. 

Once you've finished configuring your GitHub options, click **Create**. 

You'll be directed to your Auth0 Applications list. To test that it works, select the **Default App** and click on **Try Connection** in the top right corner.

You'll be asked to authorize the Auth0 application to access the selected permissions, and if the connection works correctly, you'll see an "It Works!" page with the user profile information.

![Auth0 GitHub social connection authorization](https://images.ctfassets.net/23aumh6u8s0i/7oJ0wYLy9ro7Vajap1gpx5/88e9e7da76e4fcbd3e96c934d6e47e45/github-auth0-authorization)

![Auth0 GitHub social connection authorization](https://images.ctfassets.net/23aumh6u8s0i/7oCyzeToF0nd2pgQFIsL2Q/0ed02467307759262e91acb05c0c6daf/github-auth0-authorization-success)

And that's all! With Auth0 Marketplace, you were able to:

- Quickly find the integration you want
- Get help using the link on each integration page
- Follow step-by-step instructions to implement the integration

Go ahead and [test out some more integrations](https://marketplace.auth0.com) on your own and let us know what you think in the comments below!

<div class="webinar-card" style="background:#f4f4f4;padding:35px;margin-bottom:40px;">
    <h3 class="text-center">Upcoming Webinar: Auth0 Marketplace</h3>
    <p>Join us on <strong>October 7th, 2020 at 8 am PT or 4 pm PT</strong> for a live panel discussion where we introduce Auth0 Marketplace and discover how it can help you:</p>
    <ul>
        <li>Discover new identity solutions</li>
        <li>Extend Auth0 with trust</li>
        <li>Reduce the time needed to implement identity</li>
    </ul>
    <br>
    <div class="text-center">
        <a class="btn btn-success" style="width:80%;margin-bottom:5px;" href="https://auth0.com/resources/upcoming-webinars/auth0-marketplace-webinar?utm_source=auth0_blog&amp;utm_medium=intro_marketplace&amp;utm_campaign=marketplace_webinar"> 
            Register for 10/7 at 8 am PT</a>
        <a class="btn btn-success" style="width:80%" href="https://auth0.com/resources/upcoming-webinars/auth0-marketplace-webinar-session-2?utm_source=auth0_blog&amp;utm_medium=intro_marketplace&amp;utm_campaign=marketplace_webinar"> 
        Register for 10/7 at 4 pm PT</a>
    </div>
</div>

## Partner Spotlight

We want to give a huge shoutout to our Auth0 Marketplace partners! You can easily add any of these partner integrations to your application by visiting each of their linked integration pages.

### OneTrust

[OneTrust](https://www.onetrust.com/) is a growing leader in privacy management and compliance. 

With the [OneTrust Auth0 integration](https://marketplace.auth0.com/integrations/onetrust-consent-management), you can easily add consent data to user profiles, automate compliance and privacy regulations, and give your users the power to control their own privacy preferences.

### Onfido

[Onfido](https://onfido.com/) is a leader in digital identity verification. With the Onfido integration, you can require your users to identify themselves during authentication, onboarding, or while performing any other high-risk actions. Onfido's robust technology can verify your users' real identities using a photo ID and facial biometrics.

Add Onfido to your application today by following the instructions on [Onfido's Auth0 Marketplace integration page](https://marketplace.auth0.com/integrations/onfido-identity-verification).

### ID DataWeb

[ID DataWeb](https://www.iddataweb.com/) is an identity verification and fraud detection service boasting over 70 verification options. 

Using the [ID DataWeb Auth0 integration](https://marketplace.auth0.com/integrations/iddataweb-identity-verification), you can take advantage of ID DataWeb's verification workflows, robust management and reporting dashboard, and more.

### Scaled Access

[Scaled Access](https://www.scaledaccess.com/) is a cloud-based authorization platform that allows you and your users to manage access to protected content, data, or tools. 

Some of Scaled Access's extensive authorization offerings include relationship-based access control, fine-grained authorization, and more. You can integrate these advanced authorization offerings into your own application by visiting the [Scaled Access Marketplace integration page](https://marketplace.auth0.com/integrations/scaled-access). 

### Perch

[Perch Security](https://perchsecurity.com/) is a flexible 24/7 threat detection and response platform. By adding Perch to your application, you'll be alerted of threat activity on your network, receive extensive reporting based on Auth0 log data, and more.

Try out Perch today by following the installation steps on the [Perch Auth0 Marketplace integration page](https://marketplace.auth0.com/integrations/perch-security-log-streaming).

### Vouched

[Vouched](https://www.vouched.id/) boasts secure, real-time identity verification and end-to-end fraud detection so that you can verify your new users instantly. You can easily and accurately verify the identity of your users with the proprietary machine learning algorithms developed by Vouched. Facial recognition, liveliness determination, data extraction, IP address inspection, and more come together to power the Vouched validation process.

Visit the [Vouched Auth0 Marketplace integration page](https://marketplace.auth0.com/integrations/vouched-id-verification) to add Vouched to your application today.

### MyLife Digital

[MyLife Digital](https://mylifedigital.co.uk/consent-preference-management-for-ciam/) is a leading universal consent and preference management platform. With MyLife Digital, you can increase user opt-ins, boost user engagement, and be sure you're up to date with compliance.

Using the [MyLife Digital Auth0 Marketplace integration](https://marketplace.auth0.com/integrations/mylife-digital-progressive-consent), you can add MyLife Digital to your application's login flow to include consent options for new and existing users.

### Criipto

[Criipto](https://criipto.com/) offers a simple way to set up and add e-ID services of the EU to your application. With Criipto, you'll have immediate access to Norwegian BankID, Dutch DigiD, Danish NemID, and many more. Once integrated, you'll be ready to accept e-ID logins within hours.

Get started with Criipto today by visiting the [Criipto Verify integration page](https://marketplace.auth0.com/integrations/criipto-verify-e-id) in Auth0 Marketplace today!

### Caisson

[Caisson](https://www.caisson.com/) makes it easy to know exactly who your users are by adding ID checks to your application. With Caisson, your users are validated during registration or login with the Caisson ID Check. Caisson will extract information from your users' photo ID (drivers license, passports, etc) and validate using their state of the art facial comparison algorithms.

You can add Caisson to your application now by visiting the [Caisson Auth0 Marketplace integration page](https://marketplace.auth0.com/integrations/caisson-id-check).

### Pulumi

With the [Pulumi](https://www.pulumi.com/) infrastructure as code SDK, you can create, deploy, and manage infrastructure on any cloud using all of your favorite programming languages.

The Auth0 Pulumi integration makes it easy to manage and deploy Auth0, enforce security, and automate everything from setup to testing to delivery. Get started with Pulumi by visiting the [Pulumi integration page](https://marketplace.auth0.com/integrations/pulumi) in Auth0 Marketplace.

### KaKao Login

Kakao Login is South Korea's largest mobile messaging app operator. It includes mobile messaging (Kakao Talk), gaming (Kakao Games), music (Melon), e-mail (Daum Mail), search (Daum Search), news (Daum News), and more.

Let users login using their KaKao account by visiting the [KaKao Login integration page](https://marketplace.auth0.com/integrations/kakao-login) on Auth0 Marketplace.

## What's Next?

We're so excited to get Auth0 Marketplace into your hands! We'd love to hear what you think about the Marketplace. Be sure to comment below with your thoughts or questions and **let us know any future integrations you'd like to see**.

This is just the beginning of Auth0 Marketplace, and we can't wait to see where we can take it with your feedback!

<include src="asides/AboutAuth0" />


Introducing Auth0 Marketplace

Global identity management provider one of the first AWS Partners to give AWS customers seamless access to professional services in AWS Marketplace



**BELLEVUE, Wash. – December 3, 2020** – The [Auth0](https://auth0.com/) Identity Platform, a product unit within Okta, today announced that it is participating in the launch of Professional Services in AWS Marketplace. Amazon Web Services (AWS) customers can now find and purchase professional services from Auth0 in AWS Marketplace, a curated digital catalog of software, data, and services that makes it easy to find, test, buy, and deploy software and data products that run on AWS. As a participant in the launch, Auth0 is one of the first independent software vendors to quote and contract services in AWS Marketplace to help customers implement, support, and manage their software on AWS. [Click here](https://aws.amazon.com/marketplace/seller-profile?id=0079abaf-bc2f-481c-9543-d2bfedb81003) for more information. 

As organizations migrate to the cloud, they want to use their preferred software solutions on AWS. AWS customers often utilize professional services from Auth0 to help implement the Auth0 platform and enable interoperability with their applications. Until now, AWS customers had to find and contract professional services outside of AWS Marketplace and could not acquire an identity platform solution and associated professional services in a single procurement experience. With professional services from Auth0 available in AWS Marketplace, customers have a simplified way to purchase and pay for both their subscription to the Auth0 platform and related professional services in a centralized place. 

“Auth0 is proud to offer professional services in AWS Marketplace and provide AWS customers with additional support they may need for any identity implementation,” said Bill Lapcevic, VP of Business Development at Auth0. “We are excited to be one of the first independent software vendors to offer professional services as part of this launch and look forward to providing an even more comprehensive identity offering for AWS customers.”

Auth0 is an AWS Advanced Technology Partner that is participating in AWS re:Invent 2020, taking place November 30 - December 18, 2020. To learn more, visit: [https://info.auth0.com/auth0-at-aws.html](https://info.auth0.com/auth0-at-aws.html). 

<include src="asides/AboutAuth0" />

### Media Contacts
Global Communications <br />
Auth0 <br />
[press@auth0.com](mailto:press@auth0.com) <br />

Matter for Auth0 <br />
[auth0@matternow.com](mailto:auth0@matternow.com) <br />


Auth0 Supports the Launch of Professional Services in AWS Marketplace

Official UK Digital Marketplace accreditation makes it easier for public sector organizations to access Auth0’s identity and authentication management



Auth0 has once again been named as a supplier in the Cloud Services category of the G-Cloud 12 framework, part of the United Kingdom's official [Digital Marketplace for the Public Sector](https://www.digitalmarketplace.service.gov.uk/). G-Cloud accreditation prequalifies Auth0 to participate in public sector tenders for critical software and security services. It is the gateway to servicing government departments (such as HMRC) and non-governmental organizations (such as Homes England and the NHS).

This is the fourth year in a row that Auth0 has achieved G-Cloud accreditation, demonstrating Auth0's commitment to the vital public sector. This accreditation ensures continued access to Auth0's world-class security platform for public sector organizations in the UK.

## What Is G-Cloud 12?

The G-Cloud 12 framework helps ensure that public sector organizations have the ability to make informed and competitive choices in choosing cloud service providers (CSPs). The platform's internal marketplace of pre-negotiated service terms provides transparency on CSP pricing models and allows the public sector to avoid negotiating per-product contracts. This significantly streamlines the tender process, providing a base level of legal protection and pricing benchmarks for public sector entities. 

![Auth0 Search Results](https://images.ctfassets.net/23aumh6u8s0i/6njj9d9z8Ud2dgohq8Wv8l/ca3e6746ed06452932631bde00097f3f/01-auth0-search-results)

The framework clearly outlines pricing structures, security protocols, cost, platform compatibility, and more, serving as a central repository that makes it easy for public sector organizations across the UK to assess the cloud-based software tools available to them.

G-Cloud 12 encourages organizations to make the best choices for their own use cases, allowing them to use implementations that might not be feasible through a traditional government procurement system. As in the private sector, public sector software needs aren't one-size-fits-all, and pre-approved pricing structures make it easier to try software on any scale. The G-Cloud hub is a vital resource helping the public sector update their workflows faster and more cost-efficiently.

As the UK Government moves to better serve the public by making online services more available, protecting user identity is a critical security priority. Building identity solutions themselves can tie up valuable resources and expose public sector entities to risk, so they are moving toward utilizing standardized solutions such as those offered by Auth0. These offer world-class security, reduce risk, and free up internal resources for other key tasks.

For example, the West Midlands Fire Service (WMFS) is one of the few government departments in the country with its own in-house software development team. WMFS has been a leader in [creating award-winning digital applications](https://www.itproportal.com/features/how-open-data-helps-put-out-digital-fires/), including Tymly, a low-code, an open-source software platform that allows businesses to create and use flexible applications to gather, process, and distribute data.

However, rather than spend months building its own authentication system for Tymly, WMFS chose to outsource it. WMFS used the G-Cloud framework for its search, ultimately choosing Auth0's Identity-as-a-Service (IDaaS) to provide GDPR-compliant, cloud-based authentication for the Tymly platform. 

Using Auth0, WMFS can implement multi-factor authentication (MFA), biometrics, single sign-on (SSO), and social login to provide ease of access and the high level of security needed for public sector data.

## Recent Changes to G-Cloud Frameworks

The G-Cloud 12 framework is the 2020 update of the cloud services portion of the UK's Digital Marketplace, the central hub for approved services and suppliers operated by the [Crown Commercial Service (CCS)](https://www.gov.uk/government/organisations/crown-commercial-service) since 2019.

The latest iteration is largely similar to G-Cloud 11, but with a few changes. 

New this year is a requirement that suppliers who hold or work with government data need to meet "buyer requirements in respect of AI ethical statements." The Government Digital Service (GDS) has joined with the Office for Artificial Intelligence (OAI) to offer guidance on using AI in the public sector, with the goal of making sure "the public sector is leading from the front in the safe and ethical deployment of AI and other emerging technologies."

This year, G-Cloud 12 also requires in-depth service definitions for each listing explaining the service and how it works — something that Auth0 has always provided for its G-Cloud listings.

![Auth0 Digital Marketplace](https://images.ctfassets.net/23aumh6u8s0i/3ek6TCIybEXqkMBVOXpUhP/2d158a8b6285aa918bb42d73d77f0782/02-auth0-digital-marketplace)

G-Cloud 11 features about 4,200 suppliers and nearly 31,100 services, both an increase over G-Cloud 10. CCS has tracked spend data since the inception of G-Cloud in real-time via an [online dashboard](https://app.powerbi.com/view?r=eyJrIjoiNTEyMTZhZDAtZGNiNi00OWQxLWI5ODYtMjg1ZWNlMmNkODVhIiwidCI6IjlmOGMwZDc5LTNlODctNGNkMy05Nzk5LWMzNDQzMTQ2ZWE1ZSIsImMiOjh9).

## Benefits of Identity Management in the Public Sector

The UK public sector has been criticized for being reactive to new technologies, which often doesn't take into account the complexities and sheer scale of public sector requirements. The G-Cloud regime is an ambitious program designed to help streamline the procurement of best in class CSPs &mdash; which, in the world of identity, means Auth0. 

Identity and access management are clearly critical issues for almost all public sector organizations, but adhering to the constantly changing standards is difficult when an organization is locked into a rigid software stack. Having the flexibility to pursue up-to-date software helps organizations nimbly respond to changing security needs and threats.

Auth0's ability to identify and protect against ever-evolving security threats and our agile development methodology ensures that our customers have accelerated access to security updates and enhancements. With our continued presence in the G-Cloud market, public sector organizations can also benefit from our expertise in this area. 

Our continued G-Cloud accreditation underscores our commitment to democratizing access to our software and mainstream security practices, much like the platform itself aims to improve accessibility and choice for the UK public sector.

## Auth0's Mission

We believe that world-class security protections don't have to be reserved for elite companies or users but should be applied in broad contexts and accessed on platforms such as G-Cloud 12. Auth0's mission is to provide users with secure access to any application with one click or less. Whether you're a public sector organization, a small business owner, or a security-minded user, Auth0 helps ensure that you can access the most up-to-date security standards with low overhead and a seamless user experience.

![Auth0 Identity Platform](https://images.ctfassets.net/23aumh6u8s0i/469d5UiPrrjSZE0cDLMAbC/27a2b8459e326c9b052ab326ca6d34f8/03-auth0-identity-platform)

<include src="asides/AboutAuth0" />


Auth0 named to G-Cloud 12 framework for fourth year in a row

Learn how to implement consent management with Auth0 Marketplace


  
## What is Consent Management?

With the [growing number of security breaches](https://auth0.com/blog/the-11-biggest-data-breaches-of-2020-so-far/) over the past decade, it's no surprise that privacy concerns and accompanying legislation have become hot topics. This has also prompted a huge shift in how websites and applications obtain user consent for collecting their data, otherwise known as **consent management**.

Implementing consent management for your users can quickly become a monumental task. First, you have to understand the privacy regulations that affect your users. You may serve users from all over the world, so the exact regulations will vary. After you understand *what* you need to implement, then comes the *how*.

Managing user opt-ins, email consent, communications, data storage, and more on your own can become overwhelming. Luckily, there are a few companies out there that have made consent management their bread and butter!

Let's look at some of the ways you can implement **[consent management](https://auth0.com/blog/what-you-need-to-understand-about-consent-management)** in your application using the **Auth0 Marketplace**.

<include src="AvocadoLabsPromo" description="Join us on Monday, October 5th, 2020 at 9 am  PT as we talk about our strategy behind building the Auth0 Marketplace and the opportunity it delivers." buttonText="Register now!" buttonLink="https://avocadolabs.dev/events/avocado-labs-community-4/?utm_source=auth0_blog&amp;utm_medium=intro_marketplace"/>

<blockquote style="margin:50px 0 60px 0;">For more background on consent management, check out the <a href="https://auth0.com/blog/what-you-need-to-understand-about-consent-management">What You Need to Understand About Consent Management</a> blog post.</blockquote>

## Add Consent Management to your Application

### Meet OneTrust

[OneTrust](https://www.onetrust.com/) is a leader in privacy and consent management solutions. Using the [OneTrust integration in Auth0 Marketplace](https://marketplace.auth0.com/integrations/onetrust-consent-management), you can:

- Add consent data to each of your users' profiles
- Make sure you're in compliance with the various privacy regulations that affect your users
- Enhance your application's transparency with dynamic preference centers customized for each user

Integrating OneTrust into your application is simple. Head over to the [OneTrust integration page](https://marketplace.auth0.com/integrations/onetrust-consent-management), and click on the "Installation" tab.

![OneTrust Auth0 Marketplace integration](https://images.ctfassets.net/23aumh6u8s0i/3eoDj4Ag1QsexeuJIfG1Ew/c78aaed5c88a2e2280da5bd5d3721bdf/onetrust-installation)

This will take you step-by-step through how to configure an [Auth0 rule](https://auth0.com/docs/rules), which will automatically send Auth0 user emails to a OneTrust Collection Point during login.

If you have any questions along the way, please use the "**Get Support**" link on the OneTrust integration page.

### Meet MyLife Digital

[MyLife Digital](https://mylifedigital.co.uk/) is another great option for implementing universal consent and preference management. With the [MyLife Digital Auth0 Marketplace integration](https://marketplace.auth0.com/integrations/mylife-digital-progressive-consent), you can easily add consent collection to your user login flow for new and existing users.

Navigate over to the [MyLife Digital Auth0 Marketplace integration page](https://marketplace.auth0.com/integrations/mylife-digital-progressive-consent), and click on the "Installation" tab.

![MyLife Digital Auth0 Marketplace integration](https://images.ctfassets.net/23aumh6u8s0i/5OpYJUzgqnPpLU6Ey9Lwpx/4175ca3a241ec7c68860bc6079c4385b/mylife-digital-installation)

The instructions here will walk you through how to set up an Auth0 rule that runs at login and/or signup. Once the user signs in, the rule will redirect them to the MyLife Digital Consentric widget, where they'll be presented with consent options. After they select their options, the Auth0 authentication flow will continue.

If you have any questions or need assistance with the implementation, click on the "**Get Support**" link on the [MyLife Digital integration page](https://marketplace.auth0.com/integrations/mylife-digital-progressive-consent-capture).

## Conclusion

As you've seen, there's a lot that goes into managing user consent, but that doesn't mean implementing it has to be difficult! With the OneTrust or MyLife Digital integrations, adding consent management to your application is a breeze.

If you'd like to learn more about consent management and why you should implement it, check out our [What You Need to Understand About Consent Management](https://auth0.com/blog/what-you-need-to-understand-about-consent-management) blog post.


Consent Management with Auth0 Marketplace

df6c864847fba9687d962cb80b482764?size=200 avatar

df6c864847fba9687d962cb80b482764?size=200

Martin Gontovnikas, a.k.a Gonto, is a software engineer at heart who moved to the ‘dark side’ and became VP of Marketing at Auth0. He considers himself lucky to have found a way to combine his two passions and apply his engineering thinking model to marketing.<br/><br/> Gonto’s analytical thinking is a huge driver of his data-driven approach to marketing strategy and experimental design. He is based in the Bay area, and in his spare time, can be found eating gourmet food at the best new restaurants, visiting every local brewery he can find, or traveling the globe in search of new experiences.

Former SVP of Marketing and Growth at Auth0

Martin Gontovnikas

How to keep your users engaged with your product throughout their time with it



Marketing has always been about the “funnel.” The “funnel” is a model that conceptualizes how your product goes from the sea of millions of products into a customer's hands.

The funnel is a series of stages in which a customer gets more and more familiar with a brand, until finally they commit and are loyal to that brand alone.

![The Funnel](https://images.ctfassets.net/23aumh6u8s0i/7ISUYyluM4Sl92j7p73wif/2edba9bd346fcc59fd8e4f8cf84f956c/the-funnel)

*source: [McKinsey](http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey)*

The funnel ends prematurely. It assumes that if a consumer buys your product, your marketing works, and they become loyal.

Anyone selling software knows that this is not the case. For mobile apps in particular [77%](https://amplitude.com/blog/2016/02/18/mobile-retention-tactics/) of users are lost within their first three days of registration. 

You need to throw away the funnel model and think of the greater **customer lifecycle**. The customer lifecycle is comprised of several stages, from when they are initially acquired throughout onboarding all the way to upsells and renewals. 

To guide customers through their lifecycle, you need to engage them at every stage, and the best way to do that is with email.

Here are our five most critical email tips for successful lifecycle marketing.

## 1. Enrich Your Customer Profiles Without Adding Friction

Email targeting is a crucial piece of **lifecycle marketing**. You want to be able to personalize your emails to individual customers to create better engagement. In order to personalize your emails, however, you're going to need more personal data.

Using Auth0's [Social Login](https://auth0.com/learn/social-login/), you can collect user data from their connected social media accounts and store it, along with a variety of other personal information, in their [User Profile](https://auth0.com/docs/user-profile). All of this can be done automatically without adding extra steps to their registration process and creating friction.

However, if you want to take things a step further, you can use a tool like [Clearbit](http://blog.clearbit.com/customized-saas-on-boarding-actions-person-role-referring-link/) to enrich your email leads. Clearbit's Enrichment API allows you to use nothing more than a customer's email address to get access to their name, employer, company information, website, location,  and social media accounts.

![Clearbit Profile Enrichment](https://images.ctfassets.net/23aumh6u8s0i/3g6aE7jx4kmw0aIwdzaDXa/f5c120f516a18f25fcd48a57246f3aba/clearbit-profile-enrichment)

*source: [Clearbit](https://clearbit.com/enrichment)*

Clearbit dog-foods their own product to [personalize onboarding](http://blog.clearbit.com/customized-saas-on-boarding-actions-person-role-referring-link/). When their Enrichment API discovers that you have a marketing background, for instance, you receive a Welcome email tailored specifically to that:

![Marketer welcome email](https://images.ctfassets.net/23aumh6u8s0i/3xvyBBfSlhfOyPS2sUV275/aefd2b21c58e40e6b83cb674dcb8d89e/marketer-welcome-email)

*source: [Clearbit](http://blog.clearbit.com/customized-saas-on-boarding-actions-person-role-referring-link/)*

If you want the most targeted emails, you'll need the most targetable information, and Clearbit is perfect for that job.

## 2. Engage Immediately With A Focused Next-Steps Email

After you acquire a new customer, the onboarding process begins. The key to onboarding is to find the one behavior that most of your loyal customers have in common, and encourage that early.

The most famous example of this is probably Facebook. Chamath Palihapitiya, the lead of the first Growth team at Facebook, built their acquisition and retention strategy around the fact that Facebook users who added [7 friends in 10 days](https://www.youtube.com/watch?v=raIUQP71SBU) were much more likely to stick with the platform.

By working to get more users to that magic number, they were able to put Facebook on the road to incredible growth.

Airbnb is a perfect example of putting this into action with email. As soon as you register, you are sent a “Next Steps” email that is to the point and encourages you to do the things most likely to ensure you stick around.

![Get Started on Airbnb](https://images.ctfassets.net/23aumh6u8s0i/4zfgsHwYuaHk6Gl2F4hfmr/b70c2ea9536222b08afea7010df0ebb7/Get-started-on-Airbnb)

Airbnb knows that these little procedural details can be annoying, which is why they try to get them out of the way immediately. 

## 3. Build A Personal Connection With A Separate Welcome Email

One of the mistakes companies make with **lifecycle marketing** emails is that they try to do too much at once. It's good to guide your customers through onboarding, and it's good to reach out personally, but trying to do both in one email can lead to a bloated, off-putting message that no one bothers to read.

Instead, take a page out of IBM BlueMix's playbook and send multiple emails when a customer signs up.

BlueMix is IBM's cloud development platform. When you first register you are greeted with this simple “Next Steps” email:

![BlueMix Next Steps](https://images.ctfassets.net/23aumh6u8s0i/3gkTX5OKPX9IczAbbRQSEa/273f57cf0eb78f18bfeaf59d156fba41/bluemix-registration)

However, shortly thereafter, you also receive this more personal email:

![BlueMix Personalized Email](https://images.ctfassets.net/23aumh6u8s0i/1mYPeobJjco2nQrXX7isaI/bea41ee73845385684f6e2427989f68c/bluemix-personalized-email)

If you tried turning these into one email, your message would be muddled and ineffective. By keeping them separate, both emails have clear goals and are able to execute without getting in each other's way.

## 4. Recognize When A Customer Needs A Nudge

Onboarding needs to happen as quickly as possible. The more your customers dawdle, the more likely they are to drop off. Strong customer retention means proactively nudging your at-risk customers.

 A great example of this is the game-based cognitive training service Elevate. Elevate calls itself “Your personal brain trainer” because it offers games designed to improve specific skills like writing, speaking, and critical listening. 

If you start slacking on your play, you'll receive one of these emails encouraging you to play by giving you tips and info on how the games help you:

![Nudge email](https://images.ctfassets.net/23aumh6u8s0i/56qpq2phE26OhDVXAsAyEO/b614c5bc81eb1eecfe62fc8c27526bf7/nudge-email)

If you want to retain your customers, you have to constantly engage them with content that actually gives them value. Your biggest competition is not some other game or product, it's simple inattention. Show people why they should use your product, make it easier for them to use, and you'll start bringing those at-risk dawdlers back into the fold.

## 5. Destroy Churn By Targeting Inactive Users

Phantom, abandoned accounts represent lost revenue.

You need to target these inactive users and bring them back. If incentives and promotional emails don't work, your best choice is to just be direct. 

The email platform Vero is a great example of this. If they've sent you all their standard onboarding emails and you still haven't started using the service, they'll send you this very direct email:

![Vero Email](https://images.ctfassets.net/23aumh6u8s0i/6GQV410zsCqvRXXqOnGloM/577a6abf81aa285fdc65bd2d1b411b6c/Vero-email)

*source: [Vero](http://www.getvero.com/resources/guides/lifecycle-marketing/behavioral-emails/#11)*

It's not confrontational, but it doesn't beat around the bush. Once a user is beyond discount offers and encouragement, you need to engage them head-on in order to get them back.

## Lifecycle Marketing It's All About Automating Human Connection

At the core of any **lifecycle marketing** advice is the idea that customers need to be personally engaged with your product throughout their time with it. You want to make sure they are getting the most value out of it, and in turn, are more likely to be retained.

<include src="TweetQuote" quoteText="Customers need to be personally engaged with your product throughout their time with it."/>

This means a lot of personal interactions, and as your company grows, this can get harder and harder. The only manageable way to scale this personal connection is to automate as much of it as you can.

Using Auth0's [Rules](https://auth0.com/docs/rules), you can use different email triggers and platforms to engage with your customers when they reach certain points in their lifecycle, all without you having to lift a finger. 

This frees you up to focus on building your company, while ensuring that your 1,000,000th customer feels as personally engaged as your first did.


5 Killer Email Strategies For Better Lifecycle Marketing

joey devilla headshot 900px

I’m a Senior Developer Advocate at Auth0, and I like to work on various technologies. I’ve developed software for all sorts of platforms, from CD-ROM and the PalmPilot to my current area of focus, mobile phones, IoT devices, and AI. When I’m not looking for strange new platforms to write software for, I’m playing a strange old instrument — the accordion!

Senior Developer Advocate

Joey deVilla

Learn how Profile Enrichment and Progressive Profiling help you target customers more effectively

Good marketing hinges on communicating the usefulness of your product. That means knowing who your customers are and how they'll use your product.

But you can't tell your customers apart if they are all just a name attached to an email address. You have no idea what they need from your product, where they work, or who they are. If your company hosts videos for businesses, HR will use the product differently than developers. So why would you market to them the same way?

Profile enrichment and progressive profiling are two ways you can build a robust view of your customers to differentiate them. This will allow you to boost your marketing and sales techniques by appealing to who your customers are, and how they want to use your product.

![Progressive Profiling Separator 1](https://images.ctfassets.net/23aumh6u8s0i/3LgzjxxOCjpgPxIGVnyPum/c2a45e609bfae5429f85cac07712c4d5/02body)

## Progressive Profiling

[Progressive profiling](https://auth0.com/blog/progressive-profiling/) is a great technique for getting more information from your customers. Instead of asking your users a million questions when they sign up, you ask them a few questions each time they log in.

Think of it as making a little small talk with them every so often when they log on, rather than asking for a three-hour long conversation the first time you meet. So, when you ask questions progressively, you can get needed information without adding a lot of friction to your sign-up process (consider that [86%](http://www.sampleforms.org/wp-content/uploads/2012/12/How-to-optimize-registration-forms.jpg) of customers say that they will leave a website if the sign-up form is too long!).

For example, the first time someone logs in, you might ask for:

* Their name
* Their email address
* Their password

During their second login, or at purchase, you might ask for:

* Their address
* Their birthday
* Their phone number

On the third login, follow up by asking for:

* Their company
* How many people work for them
* Their industry

You can set up and customize a [progressive profiling strategy with Auth0](https://auth0.com/docs/user-profile/progressive-profiling#implementing-progressive-profiling-with-auth0). You can put in any questions in any order you want.

While progressive profiling is certainly a useful tool, you aren't going to get to ask users every single thing you want to know, no matter how many logins you spread it out over. When you want demographic data, that's when you turn to the raw power of profile enrichment.


![Progressive Profiling Separator 2](https://images.ctfassets.net/23aumh6u8s0i/4QLyxXCCZVqCrkR6sUP4g8/8dc592f919af025c8467cc723809d526/03body)

## Profile Enrichment

There is a lot of information out there about your users that your sales and marketing teams are probably itching to get their hands on. But just as you can't ask someone for all of it, nobody in your company is going to sit down and manually look up pieces of information to add to every profile, either. It's simply not possible.

That's where profile enrichment comes in.

Profile enrichment is when you automatically grab publicly available information and add it to a user's profile. You do this by integrating 3rd-party demographic data APIs into your application using [Auth0 Actions](https://auth0.com/blog/introducing-auth0-actions/). Actions are snippets of code that run at specific events in the identity workflow, such as when the user logs in or signs up for an account.

For enrichment, your Action would trigger an API that grabs the data for you, and then deposit that information into the profile that every user gets when they sign up through Auth0.

![Auth0 Action diagram for Post User Registration flow](https://images.ctfassets.net/23aumh6u8s0i/4pA9D9DqICIoC8dJcyfQX7/8d1850e82032c85c581141cb6ed9690d/post_user_registration_action_flow.png)

Let's say you wanted to enrich the profiles of your users beyond the basic information they provided when they signed up for their accounts. You could use an Action that triggers immediately after a user signs up for an account that connects to business-centered data APIs to gather additional demographic information about them: where they work, their role, how many people are in their company, and their work-related social media accounts. The Action would then add this information to the user’s profile.

Now you know how many employees their company has, where they're located, and what their job title is — all without forcing users to fill out a sign up-form.

![Actions Marketplace](https://images.ctfassets.net/23aumh6u8s0i/7jcBRZSw4P7uwsLHtanUtf/b8051b29d9aa27bce1e057ac651dae56/Actions_Marketplace.png)

There are a number of [pre-built Actions available in Auth0’s Marketplace](https://marketplace.auth0.com/features/actions), and you or your development team can build your own custom actions with Auth0’s built-in development environment and insert them into the appropriate point of the identity flow using our drag-and-drop no-code identity flow management interface.

## Marketing with Your Enriched Profiles

Keeping more information on your users turns them from a single datapoint into an actual human that you can connect with as more than just a generic customer. Your marketing and sales teams have plenty of options as to what to do with all the information that transforms users into people.

* **Personalize your emails.** From birthday offers to targeted onboarding, sending something other than another sales-y email will pay off. According to MailChimp, segmented email campaigns see about a [15% higher open rate](http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/) across the board when compared to non-segmented email campaigns. So whether you're sending tips specifically to customer success reps or alerting your enterprise liaisons to new features in their plan, using segmented campaigns will help you reach customers.
* **Boost your conversions.** Let's say someone signed up for your free trial. Of course, you grabbed their email, worked your API magic, and came back with information on their company and position there. Now that you know they work for a mid-sized PR company, you can help your marketing and sales people connect with that user to help them realize the value of your product in the PR space. If they connect with questions, you can point them right to the things that matter most to PR people.
* **Customize your marketing campaigns.** When you have demographic data on users, you can translate that into better marketing campaigns. Maybe you find that 25% of users are startups with fewer than 30 people, or that the majority of your enterprise customers generate reports on a weekly basis. Or maybe you find that teen boys in cities use your app more than any other group. Any of these pieces of information can help you shape marketing campaigns that speak directly to the interests of those groups.

## Aside: Power Your Profiles with CIAM

Before you can build more detailed profiles of your customers, you need a way to give them secure access to your services, as well as govern, collect, analyze, and securely store that customer data. That’s what CIAM — Customer Identity and Access Management — is for.

CIAM sits at the intersection of security, customer experience, and analytics. Providing an easy, frictionless way for users to onboard and log in is critical for driving conversions and building customer loyalty. Protecting sensitive data from malicious intrusion and taking steps to prevent data breaches is central to a sound security policy and compliance with data privacy laws. And compiling user data into a single source of truth is essential to understanding your customers.

<iframe width="600" height="338" src="https://www.youtube.com/embed/belLEwjr9zQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

CIAM has an increasingly central role in how companies create their digital identities and manage their customer relationships. Companies are allocating more resources to their access management solutions, either from day one or as part of a larger digital transformation.

[**Visit our CIAM page to find out more about how it can improve your customers’ experience while ensuring security.**](https://auth0.com/ciam) It’s packed with articles, reports, white papers, and everything you need to know about Customer Identity and Access Management.

## Conclusion

To market effectively, you need to understand both your product and your customers. Understanding your product is the easy part — you spend every day with it. But getting to know your customers is a unique challenge.

Yes, you can do focus groups and send out surveys, but neither of those will reach every single customer. When you institute progressive profiling and profile enrichment, you're guaranteed a window into every customer's identity. From there, it's a matter of putting that information to use so you can knock your marketing out of the park.

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