Identity/biometrics/technology marketing and writing services
Update to the February 27 version. Added Incode.
| Vendor | Modality | Confirming Lab | Link/Date |
| Aware | Face | BixeLab | November 2025 |
| FaceTec | Face | BixeLab | October 2025 |
| Incode | Face | iBeta | February 2026 |
| Paravision | Face | Ingenium | September 2025 |
| Yoti | Face | iBeta | January 2026 |
I remember when I was working in Anaheim and keeping track of the latest BIPA lawsuits, back when you could count them on one hand…then on two hands…then there were too many.
I feel the same way about my previous attempts to track the vendors that offer solutions that conform to ISO 30107-3 Presentation Attack Detection Level 3. I thought I’d found them all, then I’d find another one.
So here’s my current (Friday afternoon) list of the PAD 3 conforming solutions.
| Vendor | Modality | Confirming Lab | Link/Date |
| Aware | Face | BixeLab | November 2025 |
| FaceTec | Face | BixeLab | October 2025 |
| Paravision | Face | Ingenium | September 2025 |
| Yoti | Face | iBeta | January 2026 |
While Google Gemini informed me that Veridas had also received Level 3 confirmation from iBeta, that turned out to be a hallucination. Veridas realizes the importance of Level 3, though, as do other selected vendors, so I suspect this table will be outdated soon.
Oh, and just to confuse things further, some of the other tests, such as CEN/TS 18099 injection attack detection tests, also may apply in some way to presentation attacks. Or maybe not. We’ll see.
This morning’s post listed three companies with independently demonstrated conformance to ISO 30107-3 presentation attack detection level 3: Aware, FaceTec, and Yoti.
The independent evaluators were BixeLab and iBeta.
But Ingenium provides PAD level 3 conformance assessments also.
And Ingenium testified to Paravision’s conformance.
So that’s a total of four companies at PAD Level 3: Aware, FaceTec, Paravision, and Yoti.
Who else did I miss?
And I will revisit my earlier question. Will consumers perceive that THEIR data is valuable enough to warrant Level 3 liveness detection? And avoid the solutions with “only” Level 2 conformance?
Four companies (so far) are betting on it.
If you needed any confirmation that Presentation Attack Detection Level 2 is so last year, you have it now.
Last month I talked about Yoti achieving confirmation of PAD Level 3 in iBeta testing.
But iBeta isn’t the only entity performing PAD Level 3 testing.
Will PAD Level 3 become the new floor for liveness detection? It depends upon your needs. Here’s how Mantra explains the difference between levels 2 and 3.
Level 2 (L2):
More realistic spoofs-high-quality 3D masks, composite fingers, better materials. Harder to detect, but still lab-craft attacks.
Level 3 (L3):
Advanced adversary scenarios-custom molds, hyper-realistic masks, lab-grade fabrication. Represents attackers with serious resources.
The “serious resources” part is key. Fraudsters will only spend “serious resources” if the target is valuable enough.
But will consumers perceive that THEIR data is valuable enough to warrant Level 3 liveness detection? And avoid the solutions with “only” Level 2 conformance?
Three companies (so far) are betting on it.
(Actually four. See my update.)
(And yes, the three hands on the fraudster should have been a giveaway…)
Remember when we all used to perform vanity searches?
Now we perform vanity prompts, asking LLMs questions and hoping we come up as the answers.
So I recently performed the Google Gemini vanity prompt “Name five biometric content marketing specialists” and received this reply, in part.
“John is arguably the most vocal specialist specifically using the title ‘Biometric Content Marketing Expert.'”
In other words, my 1,800+ Bredemarket blog posts mean that I can’t shut up.
Oh, and Google, David Benini left Aware six years ago. But Chris Burt is still at Biometric Update.
(Updated blog post count 10/23/2023)
Identity and biometrics firms can achieve quantifiable benefits with prospects by blogging. Over 40 identity and biometrics firms are already blogging. Is yours?
My recent post “The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business” lists 14 quantifiable benefits from the fresh content from blogging, derived from an infographic at Daily Infographic. Here are the most important four:
Blogging adds value.
These firms (and probably many more) already recognize the value of identity blog post writing, and some of them are blogging frequently to get valuable content to their prospects and customers.
Is your firm on the list? If so, how frequently do you update your blog?
If you need help writing blog posts so that your identity/biometrics firm stands out, I, John E. Bredehoft of Bredemarket, can help.
My identity blog post writing experience benefits firms who identify individuals via fingers, faces, irises, DNA, driver’s licenses, geolocation, and many other factors and modalities. I truly am a biometric content marketing expert and an identity content marketing expert.
A few more things about my blogging offering:
In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
To discuss your identity/biometrics blog post needs further, book a meeting with me at calendly.com/bredemarket. On the questionnaire, select the Identity/biometrics industry and Blog post content.
I have a long history with hashtags.
A LONG history.
How long?
Back on October 23, 2007, I used my then-active Twitter account to tweet about the #sandiegofire. The San Diego fire was arguably the first mass adoption of hashtags, building upon pioneering work by Stowe Boyd and Chris Messina and acted upon by Nate Ritter and others.
The tinyurl link directed followers to my post detailing how the aforementioned San Diego Fire was displacing sports teams, including the San Diego Chargers. (Yes, kids, the Chargers used to play in San Diego.)
So while I was there at the beginning of hashtags, I’m proudest of the post that I wrote a couple of months later, entitled “Hashtagging Challenges When Events Occur at Different Times in Different Locations.” It describes the challenges of talking about the Rose Parade when someone is viewing the beginning of the parade while someone else is viewing the end of the parade at the same time. (This post was cited on PBWorks long ago, referenced deep in a Stowe Boyd post, and cited elsewhere.)
Of course, hashtags have changed a lot since 2007-2008. After some resistance, Twitter formally supported the use of hashtags, and Facebook and other services followed, leading to mass adoption beyond the Factory Joes of the world.
Ignoring personal applications for the moment, hashtags have proven helpful for business purposes, especially when a particular event is taking place. No, not a fire in a major American city, but a conference of some sort. Conferences of all types have rushed to adopt hashtags so that conference attendees will promote their conference attendance. The general rule is that the more techie the conference, the more likely the attendees will use the conference-promoted hashtag.
I held various social media responsibilities during my years at MorphoTrak and IDEMIA, some of which were directly connected to the company’s annual user conference, and some of which were connected to the company’s attendance at other events. Obviously we pulled out the stops for our own conferences, including adopting hashtags that coincided with the conference theme.
And then when the conference organizers adopt a hashtag, they fervently hope that people will actually USE the adopted hashtag. As I said before, this isn’t an issue for the technical conferences, but it can be an issue at the semi-technical conferences. (“Hey, everybody! Gather around the screen! Someone used the conference hashtag…oh wait a minute, that’s my burner account.”)
Well, I think that we’ve finally crossed a threshold in the biometric world, and hashtags are becoming more and more acceptable.
As I previously mentioned, I’m not attending next week’s connect:ID conference in Washington DC, but I’m obviously interested in the proceedings.
So I turned to Twitter to check if anyone was using a #connectID hashtag in advance of the event. (Helpful hint: hashtags cannot include special characters such as “:” so don’t try to tweet #connect:ID; it won’t work and will appear as #connect.) Using the date-sorted search https://twitter.com/search?q=%23connectid&src=typed_query&f=live, I was expecting to see a couple of companies using the hashtag…if I was lucky.
I was pleasantly surprised to see that nearly two dozen exhibitors and speakers were using the #connectID hashtag (or referenced via the hashtag) as of the Friday before the event, including Acuity Market Intelligence, Aware, BIO-key, Blink Identity, Clearview AI, HID Global, IDEMIA, Integrated Biometrics, iProov, Iris ID, Kantara, NEC and NEC NSS, Pangiam, Paravision, The Paypers, WCC, WorldReach Software/Entrust, and probably some others by the time you read this, as well as some others that I may have missed.
And the event hasn’t even started yet.
At least some of the companies will have the presence of mind to tweet DURING the event on Tuesday and Wednesday.
Will yours be one of them?
While encouraging to me, adoption of a hashtag by a conference’s organizers, exhibitors, and speakers is only the beginning.
The true test will take place when (if) the ATTENDEES at the conference also choose to adopt the conference hashtag.
According to Terrapin (handling the logistics of conference organization), more than 2,500 people are registered for the conference. While the majority of these people are attending the free exhibition, over 750 of them are designated as “conference delegates” who will attend the speaking sessions.
How many of these people will tweet or post about #connectID?
We’ll all find out on Tuesday.
I have not been to an identity trade show in years, and sadly I won’t be in Washington DC next week for connect:ID…although I’ll be thinking about it.
I’ve only been to connect:ID once, in 2015. Back in those days I was a strategic marketer with MorphoTrak, and we were demonstrating the MorphoWay. No, not the Morpho Way; the MorphoWay.
Perhaps you’ve seen the video.
As an aside, you’ll notice how big MorphoWay is…which renders it impractical for use in U.S. airports, since space is valuable and therefore security features need a minimum footprint. MorphoWay has a maximum footprint…just ask the tradespeople who were responsible for getting it on and off the trade show floor.
I still remember several other things from this conference. For example, in those days one of Safran’s biometric competitors was 3M. Of course both Safran and 3M have exited the biometric industry, but at the time they were competing against each other. Companies always make a point of checking out the other companies at these conferences, but when I went to 3M’s booth, the one person I knew best (Teresa Wu) was not at the booth. Later that year, Teresa would leave 3M and (re)join Safran, where she remains to this day.
Yes, there is a lot of movement of people between firms. Looking over the companies in the connect:ID 2021 Exhibitor Directory, I know people at a number of these firms. Obviously people from IDEMIA, of course (IDEMIA was the company that bought Safran’s identity business), but I also know people at other companies, all of whom who were former coworkers at IDEMIA or one of its predecessor companies:
And I know people at some of the other companies, organizations, and governmental entities that are at connect:ID this year.
Some of these entities didn’t even exist when I was at connect:ID six years ago, and some of these entities (such as Thales) have entered the identity market due to acquisitions (in Thales’ case, the acquisition of Gemalto, which had acquired 3M’s biometric business).
So while I’m not crossing the country next week, I’m obviously thinking of everything that will be going on there.
Incidentally, this is one of the last events of the trade show season, which is starting to wind down for the year. But it will ramp up again next spring (for you Northern Hemisphere folks).
Regardless of where you are, hopefully the upcoming trade show season will not be adversely impacted by the pandemic.
Bredemarket