TransUnion’s 2026 Gig Economy Worker Report reveals that 25% of gig workers have rented their platform accounts, with the trend most pronounced among Gen Z and millennials (31% each). An additional 20% of all earners have sold their credentials outright, exposing platforms and consumers to elevated fraud and safety risks. Fewer than half (45%) of gig workers believe current identity-verification processes are highly effective. The report also highlights that 34% of workers have been defrauded by consumers during assignments, reinforcing demands for platforms to verify worker and user identities, devices, delivery addresses and biometrics to protect both sides of every transaction.

TransUnion’s collaboration with Actable delivered a 10% lift in predictive model fit for a major retailer’s win-back campaign, reducing false positives by 19.5%. By integrating TruAudience® Marketing Solutions—covering over 98% of the U.S. population with more than 700 demographic attributes and 15,000 behavioral signals—Actable filled critical data gaps in its machine-learning pipelines. The enhanced models enable more precise audience targeting, cutting marketing waste in high-cost channels such as paid media and direct mail. Both partners anticipate extending the solution to prospecting, luxury-goods campaigns and site-visitor reactivation, underscoring the importance of robust identity resolution and data enrichment in AI-driven marketing.