Identity is more than just a login: Exploring the depths of identity and personalization.

Every identity service out there portrays themselves to be the be-all end-all of identity, providing some mechanism that was previously unheard of. The truth of the matter is that user authentication is simply the very shallow foundation of user identity online. The true personalization information, the core to a person’s online personality and interests, is in their online actions and groupings, after being identified.

This workshop will dive into the depths of how a person can be identified online, allowing for the delivery of highly personalized experiences. This will cover a few topics, including:

• Building the identity foundation using authentication systems like BrowserID, PayPal Access and Facebook Connect.
• Understanding how cultural identity concepts like tribalism play into how people group themselves innately online.
• Building personality and interest profiles for users by tracking actions using keyword density scraping and categorization.