Fintech

What wallet-based identity actually is, why the infrastructure is being built, and what smart marketers should do about it now. The death of the third-party cookie was supposed to be marketing's defining crisis. For a while, it was. Brands rushed into first-party data, consent capture, and clean room strategies. CDPs became the new centre of gravity. Walled gardens tightened their grip. But while the industry was patching its existing systems, something more fundamental was t