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The Trade Desk’s publication The Current is placing its content behind a registration wall
Warning signs are sounding for AI-generated content
Consumers say they’re open to paying for brand content
The Current raises a registration wall
The Trade Desk’s ambitious digital marketing publication, The Current, has begun placing content behind a registration wall. Readers are required to register with TTD’s OpenPass single-sign-on service to unlock portions of content, granting it access to their email address and the ability to track them across other OpenPass sites in the process.
While some content is locked behind a hard registration wall, other stories remain free to read but include prompts asking users to re