Okta provides secure, scalable identity management that enables organizations to connect their workforce and customers to the right technologies at the right time, with strong authentication and comprehensive access controls.
Last updated Feb 8, 2026
Market leader in cloud-based identity and access management with significant enterprise market share
Okta is a leading enterprise identity and access management (IAM) platform that provides cloud-based solutions for authentication, authorization, and user lifecycle management. While not traditionally classified as an AdTech company, Okta plays a critical infrastructure role in the digital ecosystem by enabling secure access to applications and services. In the AdTech context, Okta's identity solutions help advertising technology companies, publishers, and marketing platforms manage user authentication, secure API access, and ensure compliance with data privacy regulations. The company serves as the identity layer for thousands of organizations, including many in the marketing and advertising technology sectors. Founded in 2009 and publicly traded since 2017, Okta has established itself as a market leader in the Identity-as-a-Service (IDaaS) space. The company's Workforce Identity Cloud and Customer Identity Cloud (powered by Auth0, acquired in 2021) serve different use cases, with the latter being particularly relevant to digital properties including ad-supported platforms. Okta's platform integrates with over 7,000 pre-built applications and provides the authentication infrastructure that enables secure, seamless user experiences across digital properties, making it an important enabler for AdTech companies managing user data and access controls.
Enterprise IAM solution for employee authentication, single sign-on, and lifecycle management
Customer-facing identity management powered by Auth0 for authentication and authorization in applications
Unified authentication across multiple applications with one set of credentials
Centralized user store that integrates with multiple identity sources
Automated user provisioning and deprovisioning across applications
Additional security layer requiring multiple forms of verification
Secure API authentication and authorization for developers
Risk-based authentication using contextual signals