On this edition of The Current Report we're joined by Snopes' chief revenue officer, Justin Wohl to discuss authentication. In a small test, Snopes saw a 200% increase in CPMs for ads that were served to a logged in, or authenticated, audience compared to readers tracked via third party cookies. As the cookie continues to crumble and publishers search for future identity solutions, experimenting with authentication could provide publishers a better picture of who they're trying to reach. Plus, NFL's Brian Rolapp believes Netflix could have a bigger role in the sports game in the future._______To read the full stories included in this episode:A reset button’: How publishers are prepping for a cookie-free future: https://www.thecurrent.com/reset-button-publishers-cookie-free-futureEarly Tests Of Cookieless Chrome Ads Are Encouraging, But Don't Get Too Excited: https://www.adexchanger.com/online-advertising/early-tests-of-cookieless-chrome-ads-are-encouraging-but-dont-get-too-excited/Some publishers are starting to see revenue lift from alternative IDs: https://digiday.com/media/some-publishers-are-starting-to-see-revenue-lift-from-alternative-ids/NBA can shift the balance of power in media with its next rights deal: https://www.cnbc.com/2023/10/06/nba-can-shift-balance-of-power-in-media-with-rights-deal.htmlSBJ Media: Netflix’s NBA plan: https://www.sportsbusinessjournal.com/SB-Blogs/Newsletter-Media/2023/11/13.aspxBrian Rolapp speaks to Lightshed about Netflix in sports: https://lightshedtmt.com/ls_live/lightshed-live-chief-media-and-business-officer-at-nfl/