erticalScope’s more than 65 million registered users will now be able to use OpenPass to securely sign on to over 1,200 communities

New partnership also incorporates an integration with OpenPath

VerticalScope Holdings Inc., a technology company that has built and operates a cloud-based digital platform for online enthusiast communities with 65 million registered users, announced it has adopted The Trade Desk’s OpenPass and OpenPath solutions to provide secure authentication for users and enhanced access for advertisers.

“Adding a direct connection with a market leader like The Trade Desk is a great step forward for our business and our customers and will allow us to capture a greater share of spend in the programmatic value chain”

OpenPass is a single-sign-on solution created by The Trade Desk that will be deployed across VerticalScope’s web communities, providing users with a secure login alternative. As web publishers face concerns related to advertising addressability and consumer privacy, OpenPass allows them to authenticate their users in a transparent manner and provide a premium ad experience.

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VerticalScope’s platform is home to over 1,200 communities, where specialized interest groups come together at the intersection of content and commerce. From automotive to the outdoors, enthusiasts can share advice, ideas and learn about new products that suit their interests across VerticalScope’s communities.

“The ability for publishers like VerticalScope to monetize content at scale in a way that’s also transparent and secure for users is exactly what OpenPass was designed to do,” says Will Doherty, VP of Inventory Development at The Trade Desk. “As addressability continues to evolve across the web, authenticated environments are the most appealing to advertisers.”

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VerticalScope is also integrating with The Trade Desk’s OpenPath, a solution that will give advertisers a direct path to VerticalScope’s premium platform. This direct connection will contribute to a more efficient auction, driving value for both advertisers and VerticalScope. Brands and agencies that advertise on websites like Watchuseek.com, AVSForum.com, MTBR.com and JeepForum.com through The Trade Desk will benefit from this direct connection that offers a more streamlined approach to the digital media-buying process.

“Adding a direct connection with a market leader like The Trade Desk is a great step forward for our business and our customers and will allow us to capture a greater share of spend in the programmatic value chain,” said Chris Goodridge, President and COO at VerticalScope. “The Trade Desk is an industry leader, and this partnership offers a secure and premium experience to our users, which is why we’re also excited to offer OpenPass as a new login option for our communities.”