Admiral integrates OpenPass into its VRM platform, enabling publishers to improve visitor authentication, personalize experiences, and drive ad revenue.
Admiral, the AI-powered Visitor Relationship Management (VRM) company, announced a major milestone in authenticating the premium, open internet. Admiral has integrated OpenPass, the single sign-on solution built by global advertising technology leader The Trade Desk. It allows the thousands of publishers on Admiral’s platform to enhance visitor relationships through simple authentication.
The partnership also marks the first time Admiral’s publishers gain the ease and revenue lift of a no-code identity solution on the platform. Unified ID 2.0 (UID2) is purpose-built for an ecosystem increasingly driven by visitor consent.
In addition, with Admiral’s one-tag install providing configurable OpenPass journeys to help maximize authentication, existing OpenPass publishers can gain access to Admiral’s Visitor Relationship Management (VRM), the visitor journey system for thousands of publishers, which enables authentication, adblock recovery, subscriptions, privacy consent, traffic shaping, 1st party data capture, and revenue to drive adoption and improve authentication rates.
As web publishers face concerns about advertising addressability and consumer privacy, OpenPass simplifies user authentication and enhances the ad experience. The digital publishing industry is grappling with signal loss, adblockers, and the need for effective visitor engagement. This collaboration aims to improve visitor trust, deliver personalized experiences, and increase the value of ad inventory.
“Our partnership with The Trade Desk comes at a pivotal moment for the digital publishing ecosystem,” said Dan Rua, CEO and co-founder of Admiral. “The free Internet is rapidly shifting from an unsustainable opt-out adtech model to a sustainable opt-in martech model. That requires intelligent visitor journeys that make visitor authentication natural and repeatable for initial registrations and ongoing logins. Admiral is proud to work alongside The Trade Desk to help publishers transition to the sustainable business model of The Authenticated Web.”
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“Integrating OpenPass into Admiral’s AI-powered visitor journeys is a significant step forward in our mission to create a more transparent and efficient digital advertising ecosystem,” said Gabe Richman, General Manager, Global Identity Platforms, The Trade Desk. “This partnership is not just about improving authentication. It’s about building a foundation for publishers to create more meaningful, personalized relationships with visitors while respecting privacy. Publishers can create more authenticated environments, demonstrating new value to advertisers and ultimately driving better outcomes for everyone.”
