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The cloud, location, and identity sales

Tech Bets for 2011

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It's the time of year when everyone starts making their technology predictions for the year ahead. My editor has asked me to dust off my predictive powers -- let's see what I can scry. Of course, I'm not a huge fan of prognostication so I'll try to weasel out of making any real predictions. Instead, let's look at three of the more interesting conversations about the digital landscape. Identity brokering As social networking and social media sites continue their march through the minds of online marketers everywhere, the drums beat for increasing the capabilities to gather all of the social breadcrumbs people leave across the Web. The companies that aggregate an individual’s different social network identities into one profile, which they then sell, are involved in a practice called "identity brokering." The holy grail of identity brokering is establishing a primary key for individuals that can then be used to more specifically tailor advertising and other onlin...