Social Logins, Increasingly a Liability for Publishers, Are Fading From Sites

Regulatory crackdowns on brands like Sephora bring new urgency to publishers owning their audience


Social logins, the options people have to log in to a website with credentials from their social platforms like Facebook or Google, are increasingly falling out of favor among publishers amid increasing privacy regulation and media companies’ desire to own their relationship with audiences, four sources told Adweek.

When social logins started popping up on publisher webpages in the past decade, adding them to a publisher page was a no-brainer: People had the ease of not making a new password, platforms could benefit from more data about people outside their properties, advertisers had more signals to target, and publishers benefited from this symbiosis.

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