OpenPass in the browser would make login easier, you're right the site still has to make the case for it. (And could combine it with in-browser consent management to avoid site-by-site "cookie" pop-ups too)
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Content site level login has proven to be unscalable - a fringe product that hardly ever eclipses 10% site MAU adoption. I was considering whether browser level login would be scalable for TTD, but I don't see a value prop TTD can offer without consumer facing tools like email, cal, docs, etc
Less friction, sure, but that doesn't mean more motivation. Even if removing friction can double the rate at which users login for content, it's still likely <20%
It used to be that when you hit a reg wall you could copy the headline, paste it into Google, and be pretty sure of getting a decent alternative page. Now, not so much. The #searchQualityCrisis is changing people's content discovery habits in ways that are still hard to figure out
And now u can get an AI summary from ChatGPT, Gemini, Perplexity (that will only get better). Not trying to be a contrarian, but I have seen adtech folks make faulty assumptions about reg walls for as long as they have been around.
AI summaries will get better? Legit content owners are getting better at keeping their work out of training sets, while spammers, reputation management firms, and others are getting better at getting crappy text in.
Maybe with more licensing deals and human review, but will AI CEOs spend the money?
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Maybe with more licensing deals and human review, but will AI CEOs spend the money?