Newsletter Sign Up

Newsletter Sign Up


Thank you!
Just one more thing before you go...

When your invite is ready, we'll email you to create your account, but don't want our note to get lost in your overstuffed inbox.
Customize the subject of your email so you know what to look for:
Checked Unchecked
I'm drowning in email!
Checked Unchecked
Your lockrMail invite!
Checked Unchecked
Knock! Knock! It's your inbox genie
Checked Unchecked
Are you ready for inboxzero status?
Checked Unchecked
Create your own**:
**Bonus points for the funniest answer! We may even bump up your invite :)
Thank you!
You will receive email confirmation shortly.
Thanks for your continued interest in lockrMail!
We already have you on our waitlist. We're extremely hard at work building you the best way to protect and organize your inbox.
We'll be releasing more invites for early-access soon – can't wait to have you onboard!

The Critical Role of Consumer Authentication

Published February 18, 2024

In today’s rapidly evolving digital landscape, the significance of consumer-consented authentication data cannot be overstated. Recent insights from the TTD earnings call, particularly those articulated by CEO Jeff Green, shed light on the impending changes poised to disrupt publishers’ revenue streams.

Green’s reflections underscore the urgency for publishers to adapt swiftly to forthcoming shifts such as Privacy Sandbox and cookie deprecation. Privacy Sandbox, in Green’s words, stands as a complex entity understood by few but destined to profoundly impact us all. It serves as a clarion call for publishers to prioritize personalized user experiences and bolster value propositions for advertisers through the adoption of single sign-on authentication tools.

“Without either cookies or publisher authentication, advertisers won’t value those ad impressions nearly as much. This is a wake-up call for publishers.”

The year 2024 marks a pivotal moment for our industry, characterized by action and adaptation. Green’s observations highlight the pressing need for publishers to embrace authentication strategies. However, a stark reality emerges—many publishers remain unprepared, facing potential challenges in ad monetization as a result.

“This is a wake-up call for publishers. And the math is obvious. $1 CPM turns into $0.70 with cookie deprecation. We’re often seeing $1 CPM turn into $1.30 when UID2 is layered on it.”

Green exposes a concerning truth: authentication rates among journalism outlets are surprisingly low. This revelation underscores the necessity for publishers to recalibrate their approach to user data, pivoting towards strategies rooted in consumer consent and identity management.

As we navigate this period of change, Green’s insights serve as a guiding beacon. They urge us to recognize the critical importance of consumer-consented authentication data and to prioritize and redefine the value-exchange of the internet. By doing so, publishers can forge a path towards relevance, revenue, and resilience in an ever-evolving digital landscape.

The responsibility doesn’t lie solely with publishers. As Samantha Jacobson, Chief Strategy Officer at The Trade Desk, shared on Marketecture last year, “Email is an identifier that many advertisers are choosing to use. As there is a greater focus on privacy – especially in the United States – we want to make sure that consumers have choice and transparency. Creating that dialogue with consumers is more important to brands now more than it has ever been because they recognize the need to establish that direct relationship.”

“This is the new identity fabric of the open internet. One that preserves relevance for advertisers, revenue optimization for publishers, and privacy control for consumers” (The Current).

In embracing change and prioritizing consumer consent, let us chart a course towards a future where users, publishers and brands alike thrive in a digital ecosystem characterized by trust, transparency and control.

Keith Petri

Keith is the CEO and founder of lockr. After a decade in the data management space, Keith founded lockr based on a deep desire to provide consumers with a means to take control over their own digital identity.