The rise of the registered web

Publishers are stepping up efforts to turn audiences into registered user bases as they hunt for ways to maximize revenue and attempt to future-proof their businesses. Registration has played an increasingly important role in publishers’ subscription strategies in recent years, thanks to its ability to unlock reader engagement opportunities and move audiences down the path to conversion. But building logged-in user bases has quickly become a strategic imperative across publishers’ broader businesses, as their ability to help drive advertising, commerce and non-subscription revenue streams becomes increasingly clear, and as Google’s planned deprecation of third-party cookies in 2024 looms. This shift towards a “registered web” – which will require audiences to be reg