As third-party cookies disappear, first-party authentication — sign-up events in which users volunteer data — has become indispensable to publishers seeking consent for further engagements. Audiences, however, expect publishers to offer a clearly stated value exchange for their participation, and it must be free of deceptive or ambiguous tactics.

In a new guide, learn the best practices for ethically securing first-party authentication — and managing the resulting data — without suppressing sign-ups or compromising audience trust.