Auth0

Leading developer-centric identity-as-a-service platform, operating as a distinct unit within Okta and competing directly in the IDaaS market alongside its parent company's core offerings

Auth0, acquired by Okta in 2021 for approximately $6.5 billion, continues to operate as a distinct product unit within Okta, providing a flexible, developer-centric identity platform. The company offers a universal authentication and authorization platform that enables developers to add secure login, multi-factor authentication, and identity management to applications with minimal friction. Auth0 serves millions of developers and thousands of enterprise customers globally, maintaining its own brand identity and product roadmap under Okta's umbrella. Founded in 2013 by Eugenio Pace and Matias Woloski, Auth0 built its reputation on a developer-first approach to identity, offering extensive SDKs, APIs, and documentation that made it easy to integrate authentication into virtually any application or technology stack. The platform supports a wide range of identity protocols including OAuth 2.0, OpenID Connect, and SAML, and provides features like social login, passwordless authentication, anomaly detection, and extensible rules-based pipelines. While Auth0 is not traditionally classified as an AdTech company, it plays a significant role in the broader digital ecosystem by enabling secure identity management for publishers, ad platforms, and marketing technology companies. Its ability to handle identity at scale — processing billions of login transactions monthly — makes it a critical infrastructure component for companies managing user data, consent, and personalization in compliance with privacy regulations like GDPR and CCPA.