Identity and its integrity have long played a role in both marketing and security frameworks. But there is an increasing trend where consumers are manipulating their digital footprints for anonymity or privacy.

The phenomenon, observed globally, reveals a growing comfort among users to adjust elements of their personal information.

This evolution reflects a significant shift from traditional, isolated instances of digital fraud to a more widespread, accessible model where the tools and knowledge required for fraudulent activities are at the fingertips of a broader audience.

In our white paper, we explore:

• Why fraud is becoming more common and accessible to those who might not realize they’re committing it.
• Growing problems and trends in things such as review fraud, coupon fraud, and synthetic identities.
• The implications to businesses and the financial, compliance, and reputational damage.
• Strategies to strengthen defenses

The fraud landscape is witnessing an unprecedented democratization and scale. It highlights the creative lengths to which individuals will go to preserve their anonymity and the emerging threats that businesses face in safeguarding against fraudsters.

Marketers need to reevaluate how first-party data and digital identities are verified, managed, and protected.