The Trade Desk’s publication 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 register to gain access to an “unlimited number of its most premium content.” What constitutes “premium” content isn’t clear. It’s notable that The Current is using OpenPass to power its registration wall. The single-sign-on service offered by TTD lets users gain access to co