Authentication isn’t the only solution for addressability

The future of publisher monetization isn’t just ads

In 2025, the ad model is being pulled apart and put back together with a unique blend of hybrid ad tier models, subscriptions, log in walls and pay walls. We’re used to simply trading off seeing ads for not paying to look at great content, but the future state is a much more complex and intricate layering and optimization of strategies which keep users coming back easily. 

With the drawn out divorce of global publishing and social media, large publishers are in need of more controls, levers and tools to find the sweet spot.

Addressability beyond 2025 needs a unification layer that works without email addresses

But a world of dynamic log in walls, pay walls and anonymous users present an issue we’ve not yet addressed: unification. CDPs give you your known users, ID graphs give you either a best guess or require an email address, but the future of publishing is going to require the bringing together of known and unknown.

As the world of publisher monetization evolves, and as we’ve seen play out in the space of TV content already, consumers are likely to resist sharing personal details and email addresses just to access an article - depending on their perceived value of that content. Even if they do, publishers risk alienating potential audiences by assuming that putting up paywalls or hard registration gates are the only way to get addressable data in return for their content. This assumption leaves a lot of money on the table from casual readers, and could have the effect of seeing consumer loyalty shift elsewhere - for example to AI options that bring everything together in one place.

Anonymous addressability does exist

A durable, anonymous ID framework offers an alternative solution that preserves privacy and encourages broader content consumption. By generating a persistent identifier without linking it to personally identifiable information, publishers can still deliver targeted advertising without forcing every visitor to register. Users are more likely to engage when they feel their privacy is respected, resulting in higher traffic, deeper engagement, and stronger ad inventory.

Additionally, this system benefits publishers by reducing the operational overhead of managing massive user databases and compliance processes. The anonymous ID approach can be seamlessly integrated into existing ad tech stacks, enabling real-time audience segmentation and personalized experiences, all while protecting consumer data.

Over-reliance on mandatory sign-ins risks jeopardizing audience growth, revenue potential and flexibility in using the data. For example, having a lot of email addresses and not much other addressable data will require a publisher to use a match partner, incurring technical challenges, lower ROI and higher costs along the way. You’re essentially setting up a virtuous cycle of dependence and technical work to make the data usable if emails are your only currency.

Conclusion

To build a flexible future - and one that creates a very unique asset, publishers should strike a balance between personalized ad targeting and open access, ensuring their content remains competitive and user-friendly. For this, a fully owned anonymous ID strategy enables publishers to have their cake and eat it too: respecting user preferences, reducing the daisy chain of costs and technical integrations, and guaranteeing maximum monetization.

Rather than forcing everyone to sign in, the future lies in privacy-first solutions that amplify reach, protect personal data, and expand revenue opportunities for publishers everywhere.

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