ESP vs Identity: The 2026 Stack Debate

Marketing leaders are hearing two conflicting messages: double down on your ESP or rebuild your stack around identity and AI.

So what actually matters more in 2026?

In this fast-paced 20-minute debate, product leaders break down the real constraint inside modern stacksand how brands can expand reach, trigger smarter messaging, and drive more revenue without replacing their ESP.

What youll learn:

• Why most ESPs orchestrate marketing for only a fraction of demand

• The identity gap limiting modern triggered messaging

• The Triggered Messaging Maturity Curve explained

• How identity expands audience reach 36

• Why the winning stack is ESP + Identity + AI decisioning

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Up to 95% of website traffic is anonymousmeaning most marketing stacks can only reach a small portion of actual demand.