An identifying code in a graph is a dominating set that also has the property that the closed neighborhood of each vertex in the graph has a distinct intersection with the set. The minimum cardinality of an identifying code in a graph G is denoted \gid(G). We consider identifying codes of the direct product Kn×Km. In particular, we answer a question of Klav\v{z}ar and show the exact value of \gid(K_n \times K_m). It was recently shown by Gravier, Moncel and Semri that for the Cartesian product of two same-sized cliques \gid(K_n \Box K_n) = \lfloor{\frac{3n}{2}\rfloor}. Letting m≥n≥2 be any integers, we show that \IDCODE(K_n \cartprod K_m) = \max\{2m-n, m + \lfloor n/2 \rfloor\}. Furthermore, we improve upon the bounds for \IDCODE(G \cartprod K_m) and explore the specific case when G is the Cartesian product of multiple cliques. Given two disjoint copies of a graph G, denoted G1 and G2, and a permutation π of V(G), the permutation graph πG is constructed by joining u∈V(G1) to π(u)∈V(G2) for all u∈V(G1). The graph G is said to be a universal fixer if the domination number of πG is equal to the domination number of G for all π of V(G). In 1999 it was conjectured that the only universal fixers are the edgeless graphs. We prove the conjecture