The concept of Identity has evolved from a simple login mechanism to a multi-dimensional, value-adding asset for businesses. Understanding and leveraging Identity can unlock tremendous potential, especially for web-centric businesses that serve consumers. The early days of Identity were marked by the rise of Single Sign-On (SSO), which allowed companies to connect multiple services behind a single sign-on experience, enhancing user convenience and security. Today, Identity contributes to streamlined user experiences, improved security measures, and highly personalized services for users, enabling businesses to gain valuable insights about their customers' preferences and behaviors. By consolidating fragmented identities through SSO, organizations can develop a deep understanding of customer preferences over time, track interactions, and inform the development of new applications that leverage this data, ultimately leading to increased revenue opportunities.