Automattic, the company behind 63 million WordPress blogs, and Janrain announced a partnership this morning that will bring social login, profile storage, and user analytics to its premium blogging clients.
“A lot of WordPress’ biggest publisher and media sites have been seeking social login and user management some time,” Janrain director Jeff Mills told me yesterday. “Our hosted user registration and management platform offers over 30 different identity providers.”
Social login, of course, is the ability to log into a site or app with your Facebook, Google, or other social identity.
Those big publishers include traditional media agencies such as CNN and the New York Times, as well as many of the top technology blogs. TechCrunch, GigaOm, and VentureBeat, for example, all run on WordPress VIP and will have access to the new technology.
“Any customers can now with a single click add Janrain to their websites,” Automattic’s Paul Maiorana says. “Our goal is to make it really easy for our customers to engage with third party platforms.”
Janrain provides social login and user management technologies that allow web publishers to quickly and easy sign up users, understand who they are, identify unique people with multiple profiles, and manage all the data collected from users to create better engagement. With the new capability turned on, a site’s registration and login system will be taken over by Janrain’s functionality.
That’s important for Automattic’s big customers, as many of them have multiple sites and multiple databases of users. Janrain offers the ability to rationalize those multiple stores, and, if companies wish, create a single unified database of all their users from all their properties. Janrain already does this for numerous brands including the Universal Music Group, which runs hundreds of websites for artists such as Lady Gaga: Sign in on any one of them, and you’ll be signed in on all of them.
Janrain simultaneously announced a partnership with Disqus, the commenting and conversation capability on multiple sites, including VentureBeat. That’s important, because sites often use multiple plugins like Disqus, and they can now can take advantage of Janrain’s support for Backplane. Backplane essentially allows for on-page communication between multiple web apps on a website, so that users do not need to log in twice to multiple apps on the same page. Log in to the website, and you’re automatically logged into all functionality on the site, even if it’s from a separate provider.
Regular bloggers on WordPress.com, who reach almost 400 million people and drive 3.8 billion pageviewss each month, will not have access to this new capability, Maiorana said.
“We have no immediate plans to bring this to all Worpress.com sites,” he told me. “But the technology foundation is in place if we ever wanted to do that.”
In addition, there is a Janrain plugin that offers similar functionality for free or non-VIP WordPress.com blogs, Maiorana said.
VB's research team is studying web-personalization... Chime in here, and we’ll share the results.