How Local Pubs Are Taking The Reins With Their Own Version Of A Single Sign-On

Alison Schiff | AdExchanger

Local news publishers aren’t waiting around for ad tech vendors to solve their third-party cookie problems for them.

In late March, the Local Media Consortium (LMC) launched NewsPassID, a single sign-on solution and ad network, designed to help the 5,000 local publishers represented by the LMC to aggregate their first-party data and clean up their supply chain.

The need for such tools is obvious: There’s almost nothing murkier than a publisher’s supply chain, regardless of initiatives like the IAB Tech Lab’s Ads.txt, said Scott Cunningham, founder and former GM of the IAB Tech Lab and currently the owner of Cunningham.Tech, a consultancy he founded in 2016.

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