Admiral Enhances User Engagement and Monetization for Digital Publishers with OpenPass Integration Created by The Trade Desk

Unified ID 2.0 Becomes the First Universal Identifier Available on Admiral’s Platform to Support Publishers with Addressability.

Existing OpenPass Publishers Can Now Access Admiral’s Visitor Relationship Management Platform to Boost Adoption and Authentication Rates

Admiral, an AI-driven Visitor Relationship Management (VRM) company, announced a significant development today in enhancing authentication across the open internet. Admiral has integrated OpenPass, the single sign-on solution created by leading ad tech firm The Trade Desk. This integration allows thousands of publishers to use Admiral’s platform to strengthen visitor relationships through seamless authentication. Additionally, it marks the introduction of Unified ID 2.0 (UID2) on Admiral’s platform, providing a no-code identity solution tailored to an environment increasingly reliant on visitor consent.

With Admiral’s easy one-tag installation, publishers can configure OpenPass journeys to optimize authentication, granting existing OpenPass users access to Admiral’s VRM. This system, utilized by thousands of publishers, facilitates authentication, adblock recovery, subscriptions, privacy consent management, traffic optimization, first-party data capture, and revenue generation, ultimately driving better adoption and authentication outcomes.

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As digital publishers navigate challenges like addressability and user privacy, OpenPass offers a simplified approach to user authentication while enhancing the ad experience. The digital publishing industry faces growing difficulties related to signal loss, adblock usage, and effective visitor engagement. This collaboration is designed to build visitor trust, provide personalized experiences, and increase the value of ad inventory.

“Our partnership with The Trade Desk arrives at a crucial juncture for the digital publishing landscape,” said Dan Rua, CEO and co-founder of Admiral. “The shift from an unsustainable opt-out ad model to a sustainable opt-in martech approach is accelerating. This transition demands intelligent visitor journeys that make authentication both intuitive and consistent for first-time registrations and repeat logins. Admiral is excited to work with The Trade Desk in supporting publishers as they adapt to the more sustainable model of The Authenticated Web.”

“The integration of OpenPass into Admiral’s AI-powered visitor journeys is a major advancement in our commitment to a more transparent and effective digital advertising ecosystem,” said Gabe Richman, General Manager, of Global Identity Platforms at The Trade Desk. “This collaboration is not just about better authentication; it’s about empowering publishers to build more meaningful, personalized relationships with visitors while prioritizing privacy. Publishers can now create more authenticated environments, adding new value for advertisers and driving improved outcomes across the board.”