• by Ray Schultz , October 31, 2024

Ad management firm Mediavine has formed an integration with the Trade Desk’s OpenPass sign-in tool.  

The arrangement unites OpenPass, which allows users to log in with their emails only, and Mediavine’s Grow, an engagement suite and identity tool.

Mediavine will offer publishers a privacy-compliant authentication tool. It eliminates barriers such as juggling passwords or relying on tech platforms, and will improve the customer experience, the firm says. 

The announcement follows by a few days the news that publisher Minute Media had formed an integration with the Trade Desk. 

"For the open internet to thrive, publishers must retain control over their data and the user experience," says Will Doherty, vice president of inventory development, The Trade Desk. "By integrating with OpenPass, alongside their early adoption of Unified ID 2.0, Mediavine is leading the way in helping publishers deliver value to both consumers and advertisers in a privacy-safe and transparent manner."