• by Ray Schultz , October 28, 2024

Publisher Minute Media and buying platform The Trade Desk have formed an integration that will allow Sports Illustrated subscribers to more easily log in and enjoy personalized content. 

The Trade Desk's OpenPass eliminates barriers such as juggling passwords or relying on tech platforms, and it allows users to log in with their emails only, the companies say. This tool also provides a privacy-compliant experience, they add.

Minute Media says The Trade Desk integration will provide a better user experience but also allow brands to stay ahead of the curve regarding privacy and data control. The arrangement will be expanded to other Minute Media brands, including The Players’ Tribune, FanSided and Mental Floss. 

Authentic Brands Group, which owns the Sports Illustrated brand, awarded publishing rights to Minute Media in March 2024 following a period of control by The Arena Group that is still being litigated in a two-way lawsuit with Authentic Brands.