The word identity comes from the Latin word ident, meaning repeatedly, or again and again. The concept of identity is critically important in advertising. How can we aspire to provide relevant, meaningful messaging if we don’t fully understand who we’re speaking to? We’ve hardly begun to solve the problem. How much of who you are is made up of your behavior, action and media consumption in the digital world versus the physical one? More than we think, but not enough. The way we measure identity now severely lacks in accuracy and robustness. The future of identity lies in digitizing the physical world, and the context in which we collect data about identity needs to become transparent.