The internet has transformed the way people shop for cars. Gone are the days of wandering from one dealership to another. Today, a vast majority of consumers begin their car-buying journey online. 66% of car buyers across all age groups are turning to online tools for researching a vehicle purchase*. This shift has created an ocean of data waiting to be explored. Every click, every search, and every interaction leaves a digital footprint. In essence, identity data is the activation of that digital footprint, empowering businesses to resolve the identity of the individuals behind their digital interactions. It includes demographic details, online behavior, and preferences, all of which are instrumental in understanding consumer habits. In the context of car shopping, this data can reveal whether a person is casually browsing or actively looking to make a purchase. By analyzing and activating this data, businesses can understand their market and customers in ways they never thought possible.