Synacor has a simple mission: “Unsucking” TV Everywhere. And it’s that tongue-and-cheek attitude that actually reveals a truth about authentication efforts so far—namely, that they can be clunky, confusing and ultimately a bad consumer experience. That’s why Synacor’s Cloud ID system is such a welcome innovation for consumers. In short, it’s an auto-authentication system that recognizes a user’s computer and then links the authenticated account with a social media log-in for ridiculously easy access to TVE content. It’s everything that TVE should be: fast, easy and imminently accessible. It’s about time.

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