WTF is the authenticated web?

Amidst the ongoing chaos of life without third-party cookies, the concept of the authenticated web stands out as a puzzling enigma. The idea of a marketplace filled with premium ads, all at a fair price, seems almost too good to be true outside of the walled gardens. Yet, here we are, still pondering its tantalizing potential while The Trade Desk’s CEO Jeff Green throws another curveball into the mix.

So, let’s hit the pause button, catch our breath, and dig deep into what the heck this authenticated web is all about — and why it’s worth our attention, or maybe not.

It’s anything that makes users verify their identity through a secure process (like logging in with an email) to access content on a site or app.

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