Latest release introduces locally hosted AI, automated identity management, and continued accessibility improvements to help organizations automate business processes without compromising control.

Prior to One identity, Munasinghe held senior leadership roles at several enterprise software firms. He specializes in scaling global engineering teams and modernizing complex legacy platforms to drive product innovation. He has a proven history of building high performance cultures and ensuring operational excellence, ensuring quality, scalability, and reliability for massively distributed user bases.

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“Delighting customers starts with the products they rely on every day,” said Praerit Garg, CEO of One Identity. “Gihan brings the right combination of technical depth, operational discipline, and customer-first thinking to help us continue innovating and evolving our core platforms, while accelerating our SaaS delivery model that customers increasingly demand. His leadership will be critical as we transform how we build, operate, and scale our technology.” “This is a pivotal moment for One Identity and the identity security industry,” said Munasinghe. “Customers expect products that are not only innovative, but also reliable, secure, and easy to consume. I look forward to working with the team to strengthen the products customers trust today, while delivering the quality, scale, and the innovation velocity their businesses demand for the future.”

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As customer expectations shift toward fully managed SaaS consumption models, Munasinghe’s appointment reflects the commitment of One Identity to build and deliver enterprise-grade software with the reliability, scale, and security that customers expect.

Starting in early 2026, ID.me will be available as an identity verification and sign-in option on Medicare.gov. Beneficiaries will be able to sign in seamlessly with the same credentials many already use at 21 federal agencies such as the Social Security Administration (SSA) and U.S. Department of Veterans Affairs (VA), as well as 50 state agencies and over 600 private sector entities. All Medicare beneficiaries begin their eligibility journey at SSA. They will now be able to reuse their ID.me credentials to access Medicare.gov, reducing friction, strengthening trust, and improving continuity of access.

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ID.me’s high-assurance credentialing, real-time data exchange, and deterministic matching using verified attributes will allow beneficiaries to authenticate once and reuse their credential across CMS programs. Online tools, such as live video chat with multilingual support, will make it possible for all Medicare beneficiaries to complete their personal tasks digitally.

“Healthcare access should be simple, secure, and trustworthy for every American. By extending ID.me’s high-assurance identity capabilities across CMS and Medicare.gov, we’re creating a more unified patient experience while strengthening overall program integrity,” said Blake Hall, Founder & CEO of ID.me. “This collaboration demonstrates what’s possible when government and technology work together to protect sensitive data at a national scale.”
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This expansion underscores ID.me’s role as a scalable, reliable identity provider for high-stakes government services. In addition to public-sector partnerships, ID.me now supports 70+ private-sector healthcare organizations, including provider groups, electronic health record (EHR) systems, and digital health platforms.

PTR’s new website showcases growth, innovation, and a stronger commitment to customers.

Premier Truck Rental (PTR), a nationwide custom fleet truck and trailer rental provider, announces the launch of its new, redesigned website.

The new website delivers a modern, streamlined digital experience that reflects PTR’s growth, culture, and commitment to customers. With filterable fleet and upfit catalogs, product comparison tables, expanded industry content, and quick access to 24/7 Field Service support, the site demonstrates how PTR continues to support and grow with those who are furthering North America’s infrastructure.

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These updates reflect our commitment to making the rental experience simple, efficient, and reliable for our customers. The new site is designed to help crews choose the right trucks, trailers, and upfits to get the job done safely and effectively. It also provides direct access to troubleshooting resources and our 24/7 field service team, who are always ready to step in and support crews in the field.

“At PTR, we approach every fleet challenge as if it were our own, and this new website is another way we’re sharing knowledge and solutions across the industry,” said Jason Gold, CEO of Premier Truck Rental.

Premier Truck Rental’s refreshed website is designed to provide customers and partners with an improved resource for exploring solutions and services. It highlights real-world applications, success stories, and the ways that PTR consistently delivers measurable impact for customers utilizing fleet rentals as a balanced part of their fleet management process.

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Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

Prokeep 

The Order Engine adds AI-driven automation and an integrated sales and marketing campaign builder, called Growth Hub, so branches move from reactive order taking to proactive revenue generation. Order Automation performs instant stock checks, builds quotes, and confirms orders, while Growth Hub turns live customer and order data into targeted texts, emails, surveys, and follow-up tasks. Together, they create a flywheel of growth that captures customer orders faster, then automatically uses that data to launch targeted campaigns that generate stronger engagement and ultimately drive more orders.

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“Distributors shouldn’t have to chase information across inboxes and sticky notes,” said Jack Carrere, Co-Founder & CEO of Prokeep. “With the Order Engine, every email, text, or web message connects directly to the customer and order history. That clarity makes it simple for teams to move quickly, keep customers happy, and grow sales from every interaction. AI-powered workflows turn chaos into clarity, bringing structure and speed directly translating into more orders.”

The launch was showcased at NAW in a joint session with ABC Supply Co. Inc., one of the nation’s largest distributors, which partnered with Prokeep to pilot the Order Engine. With branch conversations centralized and order workflows automated, ABC Supply responded faster, took more orders, and protected and grew key relationships through improved accuracy.

“Putting customers first means communicating in the ways they prefer,” said Tony Vaden, EVP and chief information officer at ABC Supply. “Prokeep helps us do that by adding another convenient touchpoint that keeps service moving.”

Prokeep’s Order Engine addresses the realities distributors face today: pressure on margins, rising customer expectations, and the complexity of disconnected systems. Distributors can serve faster, sell smarter, and build stronger customer loyalty by uniting conversations, order history, and proactive outreach in one system, now enhanced with AI order automation.

In addition, Prokeep’s Order Engine links technology contractors already use to run their businesses directly with distributors. This process allows contractors to place orders from one screen with unmatched convenience. Prokeep is also partnering with leading manufacturing brands to deliver campaigns through distribution partners, driving more orders while educating the market on new products and services.

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Write in to psen@itechseries.com to learn more about our exclusive editorial packages and programs.

The Mirage of Plug-and-Play

The concept of ‘plug-and-play’ in martech is largely a marketing fantasy. While vendors tout effortless connections, the reality is often far more complex. Surface-level integrations typically deliver limited functionality, hindering your marketing efforts.

Here is why relying solely on ‘plug-and-play’ falls short:

• Minimal Metadata Transfer:

Many integrations only pass basic information, overlooking crucial contextual data.

• Lack of Bi-directionality:

Data flows in one direction, preventing real-time updates and dynamic responses.

• Siloed Customer Views:

Your various martech tools hold fragmented pieces of the customer journey, not a unified profile.

• Workflow Disconnects:

Automated processes often break down across systems, requiring manual intervention.

The True Building Blocks of a Connected Martech Ecosystem

Achieving genuine connectivity requires a strategic approach that goes beyond superficial links. It involves establishing a robust foundation for your entire martech infrastructure.

Consider these essential components for building a truly integrated martech ecosystem:

• Unified Data Model:

Develop a consistent data schema across all your martech platforms. This ensures every system interprets customer information identically.

• Harmonized Workflows:

Design end-to-end customer journeys that flow seamlessly across different tools. Automate handoffs and triggers between systems.

• Centralized Customer Identity Resolution:

Implement a system to create a single, persistent customer profile. This unifies data from all touchpoints.

• Robust Data Governance:

Establish clear rules for data collection, storage, usage, and security. This builds trust and ensures data quality.

• API-First, Not API-Only Mentality:

Utilize APIs as conduits, but understand they are merely tools. The intelligence lies in how you design the data exchange.

What Integration-First Vendors Won’t Disclose?

Many vendors claim integration-first status, yet their offerings often have hidden limitations. They may highlight open APIs as a complete solution, which is a common misconception.

Here is what to consider about vendor claims:

• Open APIs Don’t Guarantee Depth:

An open API simply means you can access it, not that it provides comprehensive data or two-way synchronization.

• Cost of Custom Development:

While the vendor offers the API, integrating it deeply often requires significant internal development resources.

• Limited Bi-directional Sync:

Some integrations only allow data to flow one way, preventing updates in other connected systems.

• Vendor Lock-in Strategies:

Seemingly simple integrations can become complex to untangle if you decide to switch providers later.

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Essential Questions to Ask Your Martech Vendors

Before committing to any martech solution, ask pointed questions to gauge its true integration capabilities. This proactive approach saves time and prevents future headaches.

Here are critical questions to pose:

• How does your platform facilitate a unified customer profile across other martech tools?
• Can you provide examples of bi-directional data synchronization with common platforms like CRM and CDP?
• What level of metadata does your API allow for exchange, and is it customizable?
• Do you offer pre-built connectors, and what is the extent of their functionality?
• What ongoing support and resources do you provide for custom integrations?
• How does your solution contribute to our overall data governance strategy?

Scaling with Confidence: Future-Proofing Your Martech Stack

Building a truly connected martech ecosystem is an investment in future growth. It allows you to scale confidently and adapt to evolving customer expectations. Your martech stack becomes a living, breathing entity, not a collection of isolated tools.

To future-proof your martech investments:

• Prioritize Open Architectures:

Opt for platforms with flexible, extensible APIs that allow for future integrations.

• Embrace Cloud-Native Solutions:

Leverage the scalability and agility of cloud-based martech tools.

• Invest in Data Scientists and Engineers:

These roles are crucial for maintaining and optimizing your integrated ecosystem.

• Regularly Audit and Optimize:

Continuously review your martech stack to identify bottlenecks and areas for improvement.

Action Plan: Five Steps to Build a Connected Martech Ecosystem

Embarking on this journey requires a structured approach. Follow these five steps to build a truly intelligent and connected martech ecosystem.

Here is an action plan to guide you:

• Assess Your Current State:

Map out your existing martech tools, identifying data silos and workflow inefficiencies.

• Define Your Ideal Customer Journey:

Envision how customers interact with your brand across all touchpoints.

• Standardize Your Data:

Create a unified data model and taxonomy for all customer information.

• Select Integration Technology:

Choose a robust integration platform or CDP to serve as your central hub.

• Implement and Iterate:

Roll out integrations in phases, testing and refining as you go.

Final Words

Ultimately, effective martech is about more than just linking systems. It’s about creating an intelligent, responsive ecosystem that truly understands and anticipates customer needs. Integration is the foundational step, but intelligence, governance, and harmonization are the true architectural elements that build a lasting and impactful martech strategy. Your martech efforts transform from a series of disjointed activities into a unified, powerful engine for growth.

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Too often, marketing teams are working with fragmented data stitched together from CRMs, email platforms, loyalty programs, and more—each using different identifiers. The result? Nearly one in four customer profiles is inaccurate or incomplete, and those flawed records represent more than half of a brand’s revenue, according to Amperity data.

These inaccuracies don’t just lead to wasted ad spend. They erode trust, muddle personalization, and diminish the impact of AI. The result is a growing disconnect between what brands want to deliver and what customers actually experience.

The Hidden Cost of Fragmented Identities

Customer data is only useful if it’s accurate—and maintaining that accuracy is increasingly difficult when information is scattered across disconnected platforms. Without a reliable way to link records, even the best datasets tell an incomplete story.

Take a common example: a customer signs up for marketing emails as Kimberly, places an order as Kim, and chats with support as Kimmy. Rules-based systems may treat these as three separate people, leading to:

• Retargeting the same person under multiple IDs
• Conflicting or duplicate messages in email and push campaigns
• Skewed segmentation and inflated audience counts
• Broken customer lifetime value models
• AI trained on bad data, amplifying flawed insights

It’s no surprise that teams end up wasting time and budget on strategies that miss the mark. But resolving identity issues can unlock the full value of existing tools and data.

Why the “Golden Record” Falls Short

To solve identity problems, many organizations pursue a “golden record”—a single, unified profile each system can reference. In theory, it sounds ideal. But in practice, this approach often creates more friction than clarity.

Golden records rely on deterministic matching and rigid data governance. That means they assume inputs are clean, identifiers are stable, and formatting is consistent. But real-world customer behavior is anything but tidy. People switch devices, update contact info, and use different names or logins across channels.

When systems expect uniformity, they fail to keep up with the messiness of reality. False matches, missed links, and over-engineered governance models slow everything down—especially marketing agility.

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A Smarter Approach: Adaptive Identity Resolution

Rather than enforcing uniformity, identity resolution embraces complexity. It uses machine learning to detect patterns and relationships across messy, inconsistent data. Instead of relying on a single ID, these systems build links between devices, transactions, platforms, and touchpoints—creating a more complete picture of each customer.

This approach is dynamic. It learns and improves with every new data point, continuously updating profiles in real time. It doesn’t require a universal schema or a single “source of truth.” It simply makes each system smarter.

Some organizations are already using this method to resolve billions of identities per day—cutting time spent on data modeling by up to 86%, according to Amperity data. More importantly, it gives marketing and analytics teams a shared, accurate view of the customer without waiting on “perfect” data.

What Better Identity Unlocks

Strong identity resolution has a direct impact on marketing outcomes:

• Personalization that lands. When systems can recognize the same customer across touchpoints, every message—from offers to loyalty reminders—can be tailored to what that person actually wants.
• Smarter segmentation and attribution. Unified profiles reflect real behaviors, enabling better targeting, more accurate measurement, and clearer attribution.
• Stronger AI performance. Clean, connected data means AI models produce more reliable predictions and smarter spend—not just faster errors.

Turning Identity Into a Strategic Advantage

If you’re looking to scale personalization, boost ROI, or just stop wasting time on broken data, start with fixing identity. This isn’t about chasing a perfect system—it’s about making sure you can consistently recognize your customers wherever they show up.

In a world where every interaction counts, identity resolution isn’t just a data tactic. It’s a strategic lever. And the brands that get it right will be the ones delivering the kind of personalized, trusted experiences that customers remember—and come back for.

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The ecosystem’s complexity, involving content creators, distributors, and consumers, is a testament to its robustness and adaptability. As we move forward, the streaming technology ecosystem will continue to evolve, shaping our media consumption habits and redefining entertainment. This blog covers the crucial aspects of this ecosystem and what the future holds. Keep reading to learn more.

Benefits of the Streaming Technology Ecosystem

Here are some of the standout benefits of the modern streaming technology ecosystem:

1. Accessibility:

Streaming technology has revolutionized media consumption. It allows users to explore an extensive range of content, including movies and podcasts, at any time and from any location, provided they are connected to the internet.

2. Cost-Effective:

Streaming services often offer more affordable and flexible pricing models compared to traditional media consumption methods. This cost-effectiveness has made it a popular choice among consumers worldwide.

3. Personalization:

One of the key features of streaming platforms is their ability to use algorithms to recommend content. This personalization is based on a user’s viewing history, significantly enhancing the user experience.

4. Variety:

The variety of content available on streaming services is immense. From movies and music to podcasts and live sports, these platforms cater to diverse tastes, ensuring there’s something for everyone.

5. Innovation:

The competitive nature of the streaming market drives continuous innovation. This leads to improved features and user interfaces, making the streaming experience more enjoyable and user-friendly.

6. Data Insights:

Streaming platforms collect user data, providing valuable insights into consumer behavior. These findings can be leveraged to enhance services, develop focused marketing tactics, and make knowledgeable choices.

7. Global Reach:

Streaming technology has broken geographical barriers. It allows content creators to reach global audiences, expanding their viewer base and increasing their influence.

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Key Components of Modern Streaming Technology Ecosystem

The modern streaming technology ecosystem features different constituents that work together to deliver a seamless user experience, shaping the future of entertainment. Here are the key components of the modern streaming technology ecosystem.

1. Content Delivery Networks (CDNs):

CDNs are the backbone of streaming services, ensuring smooth delivery of content to users worldwide. They reduce latency and prevent buffering by caching content closer to the user.

2. Transcoding:

This process converts the original video file into various formats and resolutions. This guarantees compatibility with various devices and internet speeds.

3. Adaptive Bitrate Streaming (ABR):

ABR dynamically modifies the quality of a video stream in real-time, depending on network conditions and CPU capability, ensuring an optimal viewing experience for all users.

4. Digital Rights Management (DRM):

DRM systems protect copyrighted content from unauthorized access and piracy. They are crucial for maintaining the integrity of the streaming ecosystem.

5. User Interface (UI):

The UI plays a significant role in user experience. It includes the design of the streaming platform, ease of navigation, and personalized content recommendations.

6. Analytics:

Streaming platforms collect user data to gain insights into viewer behavior. This data drives decision-making, from content acquisition to marketing strategies.

Understanding the Working of the Streaming Technology Ecosystem

Let’s understand how this intricate system operates to deliver your favorite content:

1. Content Creation:

The journey begins with content creation. This could be a movie, a TV show, a live event, or even a podcast. The content is then digitized if it isn’t already in a digital format.

2. Compression and Transcoding:

The digital content is compressed and transcoded into various formats and resolutions. This makes sure that the content can be streamed smoothly, regardless of the viewer’s device or internet speed.

3. Content Delivery Networks (CDNs):

The transcoded content is distributed to CDNs around the world. These networks store the content close to the users to reduce latency and ensure a smooth streaming experience.

4. Streaming:

When a user hits the play button, the streaming process begins. The CDN closest to the user delivers the content, which is then decoded and displayed on the user’s device.

5. Adaptive Bitrate Streaming (ABR):

ABR technology makes real-time adjustments to the stream quality based on the user’s network conditions. This ensures a buffer-free viewing experience.

6. User Interface and Personalization:

The user interacts with the streaming service through a user interface. Algorithms analyze the user’s behavior to provide personalized content recommendations.

7. Analytics:

User data is collected and analyzed to gain insights into viewer behavior. These insights help improve the service and drive decision-making.

8. Monetization:

Finally, streaming services monetize their platforms through subscriptions, advertisements, or a combination of both.

The streaming technology ecosystem will continue to evolve and innovate. The road ahead promises more personalization, improved user experience, and groundbreaking content. Embracing these changes will redefine our media consumption habits, shaping a future where entertainment is truly at our fingertips.

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New Partnership Integrates MediaWallah’s ID Graph and 33Across’ Lexicon to Enable Seamless, Scaled Campaign Activation Across All Browsers and Platforms

33Across,an addressable infrastructure designed for the open web, and MediaWallah, an identity-by-design solution, announced a new strategic data partnership that streamlines the data onboarding process and scales campaign activation across more than 30 opted-in programmatic platforms. This collaboration enables marketers to connect their first-party data seamlessly with actionable identifiers to reduce onboarding costs and maximize programmatic reach.

This partnership allows data owners like marketers and publishers to onboard first-party data and connect it to online identifiers with an average 90% match rate in the bidstream. Applying MediaWallah’s advanced ID graph with 33Across’ Lexicon real-time identity resolution technology and scale transforms the data onboarding process as digital advertising moves away from third-party cookies.

By eliminating onboarding fees, the partnership allows data owners to allocate more of their budget toward working media, enhancing efficiency and performance while simplifying data and media activation. As the programmatic ecosystem shifts toward greater efficiency, this alliance empowers marketers to increase match rates in cookieless environments and directly apply their first-party data, allowing brands to bypass intermediaries and unlock the full potential of their data.

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Key Benefits of the Partnership Include:

• Higher media match rates: Integrates data onboarding with real-time identity enrichment to increase audience match rates to digital media
• Removing data onboarding fees: Reinventing the data onboarding removes processing fees and focuses on data and media activation
• Fast Data Onboarding & Activation: Real-time data connections and addressability make onboarding straightforward and uncomplicated

33Across’ Lexicon, renowned for its unmatched scale and cookieless capabilities, enriches over 150 billion bid requests and integrates seamlessly across 30 platforms. For over a decade, 33Across has empowered marketers with first-party data-driven audience solutions, and with MediaWallah’s identity capabilities, they’re extending that value to enhance programmatic reach and performance.

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“By integrating MediaWallah’s data onboarding with our Lexicon solution, we’re empowering marketers to unlock the full potential of their first-party data, delivering better match rates and enabling campaigns that scale across all browsers,” said Paul Bell, President of 33Across. “This partnership represents a fundamental shift toward removing unnecessary costs in the programmatic supply chain, ultimately helping brands reach audiences with precision and drive meaningful impact.”

“Brands are frustrated with layers of unnecessary expenditure and underperformance. Combining best-in-class data, technology, and science, this partnership reflects our commitment to providing an essential solution to move our industry forward,” said Nancy Marzouk, CEO and Founder at MediaWallah.