In-House or Outsourced SSO: Which is Best for Your Media Business?

Gone are the days when audiences were content with a single newspaper subscription or a handful of TV channels. The modern media consumer is a digital nomad, effortlessly navigating between streaming services, online publications, and personalized content platforms. This seismic shift has brought a storm of opportunities for all media companies, but this has also brought forward various new challenges – especially when it comes to managing user access across multiple platforms.

Enter Single Sign-On (SSO), a technology that's rapidly becoming the backbone of seamless digital experiences. For media companies, SSO isn't just a convenience; it's a competitive necessity and it's changing how media companies interact with their audience.

But SSO isn't just about making life easier for your subscribers (though that's a huge plus). SSO's also a powerful tool for the internal operations of your media business. Picture your employees seamlessly switching between content management systems, analytics platforms, and communication tools without the hassle of juggling multiple passwords. This is where SSO truly shines, providing much-needed relief from the IT headaches that come with managing countless login credentials, and boosting productivity.

What is Single Sign-On (SSO)?

Single Sign-On (SSO) portal is a session and user authentication service that permits a user to use one set of login credentials (e.g., name and password) to access multiple applications. In the context of a media company, this means that subscribers can use the same login information to access your streaming platform, digital publications, and exclusive content portals, while the other users within the organization can utilise different sets of tools without the need to authenticate separately for each service.

How Does SSO Work?

At its core, SSO portal operates on a trust relationship between three main entities:

• The user (typically a subscriber or employee)
• The Service Provider (SP) - the media company’s platforms
• The Identity Provider (IdP) - the system that verifies user identities

Here's a simplified breakdown of the process:

1. User Attempts to Access an Application: A user tries to log in to your streaming service.
2. Redirection to the IdP: The application redirects the user to the IdP for authentication.
3. Authentication: The user enters their credentials (username/password) at the IdP.
4. Verification and Token Issuance: The IdP verifies the user's identity and issues a token. This token acts like a digital key, confirming the user's authentication.
5. Granting Access: The IdP sends the token to the application.
6. Access Granted: The application trusts the token from the IdP and grants the user access.

The Protocols Behind the Scenes

SSO is powered by authentication protocols. Three of the most common ones are:

SAML (Security Assertion Markup Language):

An XML-based standard that allows the secure exchange of authentication data between the IdP and the service provider. SAML is often used in enterprise environments.

OAuth (Open Authorization):

It allows users to grant third-party applications access to their account information on another site without sharing their password. It acts as an intermediary, issuing tokens that verify user identity and permissions, enabling seamless access to multiple applications without repeated logins.

OIDC (OpenID Connect):

A modern identity layer built on top of the OAuth 2.0 authorization framework. OIDC is known for its simplicity and is widely used for web and mobile applications.

Building Your Own SSO vs Third Party SSO

To make your decision on choosing between building your own SSO vs custom SSO, first we need to understand the benefits and challenges of In-house SSO and external SSO service providers:

In-House SSO Building

Development Process for Building Your Own SSO Portal

Creating an SSO portal for your media company is a complex but rewarding endeavour. Let's break down the development process into key stages, each crucial for building an efficient in-house SSO solution.

1. Planning and Requirements Gathering

• Stakeholder Interviews: Engage with various departments to understand specific needs.
• Use Case Analysis: Identify all potential scenarios where the SSO portal will be utilized.
• Security Requirements: Define the security standards and compliance needs.
• User Experience Goals: Outline the desired user journey and interface requirements.

2. Architecture Design

• System Architecture: Design the overall structure of your SSO portal.
• Data Flow Diagrams: Map out how authentication data will move through your systems.
• API Design: Plan the interfaces for integrating with various media platforms and services.
• Scalability Considerations: Ensure the architecture can handle your media company's growth projections.

3. Protocol Selection

• Choose Authentication Protocols: Decide between SAML, OAuth, OpenID Connect, or a combination.
• Token Management: Design how authentication tokens will be generated, validated, and revoked.
• Single Logout Mechanism: Implement a secure way to log out users from all connected services.

4. Database Design

• User Data Storage: Create a secure schema for storing user credentials and profile information.
• Encryption Strategy: Implement strong encryption for sensitive data at rest and in transit.
• Audit Logging: Design a system to track all authentication events for security and compliance.

5. Frontend Development

• User Interface Design: Create an intuitive and branded login experience.
• Responsive Design: Ensure the SSO portal works seamlessly across devices and platforms.
• Accessibility: Implement features to make the portal usable for all, including those with disabilities.

6. Backend Development

• Core Authentication Logic: Develop the central authentication service.
• Integration Services: Build connectors for various media platforms (streaming services, content management systems, etc.).
• Session Management: Implement secure session handling and timeout mechanisms.

7. Security Implementation

• Multi-Factor Authentication: Integrate additional security layers like 2FA or biometrics.
• Threat Modeling: Identify potential vulnerabilities and implement countermeasures.
• Rate Limiting: Implement controls to prevent brute force attacks.

8. Testing and Quality Assurance

• Unit Testing: Verify individual components of the SSO system.
• Integration Testing: Ensure smooth interaction between the SSO portal and connected services.
• Security Testing: Conduct thorough penetration testing and vulnerability assessments.
• Load Testing: Simulate high-traffic scenarios to ensure performance under stress.

9. Deployment and Integration

• Staging Environment: Set up a pre-production environment for final testing.
• Phased Rollout: Implement the SSO portal in stages, starting with non-critical systems.
• Monitoring Setup: Implement logging and alerting systems for ongoing maintenance.

10. Documentation and Training

• Technical Documentation: Create comprehensive documentation for future maintenance and updates.
• User Guides: Develop guides for end-users and support staff.
• Admin Training: Conduct sessions for IT staff on managing and troubleshooting the SSO portal.

11. Post-Launch Optimization

• User Feedback Collection: Gather and analyze user experiences to identify areas for improvement.
• Performance Tuning: Optimize the SSO portal based on real-world usage patterns.
• Continuous Security Updates: Regularly update and patch the system to address new security threats.

Pros of Building Your Own SSO Portal

When considering the implementation of Single Sign-On (SSO) for a media company, building an in-house solution is a significant option. Let's explore the pros and cons of developing a custom SSO portal tailored to your media company's specific needs.

1. Tailored Functionality

• Custom Features: Design an SSO portal that aligns perfectly with your media company's unique workflows and user journey.
• Integration Flexibility: Seamlessly connect with proprietary systems and legacy applications specific to your media infrastructure.

2. Complete Control

• Security Protocols: Implement and fine-tune security measures that meet your exact standards and compliance requirements.
• User Experience: Craft a login process that reflects your brand and caters to your audience's preferences.

3. Data Ownership

• User Insights: Gain direct access to authentication data, potentially unlocking valuable user behaviour insights.
• Privacy Management: Maintain full control over user data, ensuring compliance with evolving privacy regulations.

4. Scalability on Your Terms

• Growth-Aligned: Scale your SSO portal in tandem with your media company's expansion, without third-party limitations.
• Performance Optimization: Fine-tune the system to handle traffic spikes during major content releases or live events.

5. Potential Long-Term Cost Savings

• No Ongoing Licensing Fees: After initial development, avoid recurring costs associated with third-party solutions.
• ROI Over Time: As your user base grows, the cost-per-user of your custom SSO can decrease.

Cons of Building Your Own SSO Portal

1. Resource Intensive

• Development Costs: Significant upfront investment in terms of time, money, and skilled personnel.
• Ongoing Maintenance: Continuous need for updates, bug fixes, and security patches, requiring dedicated IT resources.

2. Time to Market

• Extended Development Cycle: Building a robust SSO portal from scratch can delay other critical projects or launches.
• Testing and Refinement: Extensive QA processes are needed to ensure reliability and security.

3. Security Risks

• Vulnerability Management: The responsibility of identifying and addressing security threats falls entirely on your team.
• Keeping Pace with Threats: Constant vigilance is required to stay ahead of constantly changing cybersecurity challenges.

4. Compliance Challenges

• Regulatory Navigation: Ensuring your SSO solution meets various international standards and regulations can be complex.
• Audit Preparedness: Developing and maintaining documentation for compliance audits adds to the workload.

5. Feature Lag

• Innovation Gap: Keeping up with the latest authentication technologies and features can be challenging for in-house teams.
• Limited Expertise: Your team may lack specialized knowledge in emerging SSO trends and best practices.

6. Opportunity Cost

• Resource Allocation: Dedicating significant resources to SSO development may divert focus from core media content and services.
• Technical Debt: If not properly maintained, a custom SSO solution can accumulate technical debt over time.

Custom Third-Party SSO

Security First:

• Strong Authentication: Prioritize multi-factor authentication (MFA) with diverse methods like authenticator apps and biometrics.
• Encryption: Ensure end-to-end encryption of user data in transit and at rest.
• Compliance: Look for SOC 2, ISO 27001, and GDPR compliance for data protection.

Performance & Scalability:

• High Availability: Choose a provider with minimal downtime and strong failover mechanisms.
• Handle Peak Loads: Ensure the SSO portal can withstand traffic surges during peak viewing hours.
• Scalability: Select a solution that grows with your media company's user base.

Seamless Integration:

• CMS Integration: Integrate smoothly with your content management systems.
• Media Platform Compatibility: Ensure compatibility with your streaming services, video players, and mobile apps.
• Existing IdP Integration: Connect with existing identity providers like Active Directory.

User-Friendly Experience:

• Frictionless Login: Provide a smooth and intuitive SSO portal experience across all devices.
• Social Login: Allow users to log in with their social media accounts.
• Custom SSO Portal: Brand the login page to match your media company's identity.

Customization:

• Branding: Customize the SSO portal's look and feel beyond basic logo placement.
• User Flows: Configure authentication flows based on user roles and content access.
• Adaptive Authentication: Implement risk-based authentication for enhanced security.

Analytics & Reporting:

• Login Data: Track user login activity for security and usability insights.
• User Insights: Gather data on user access patterns and content preferences.
• Custom Reports: Generate reports tailored to your specific needs.

Support & Pricing:

• Responsive Support: Ensure timely and effective support channels.
• Documentation: Access detailed documentation for troubleshooting and management.
• SLAs: Clearly defined service level agreements for uptime and support.
• Transparent Pricing: Understand the pricing structure and avoid hidden fees.
• Flexible Plans: Choose a plan that aligns with your company's size and budget.

By prioritizing these criteria, you can select a third-party SSO provider that enhances security, streamlines access, and elevates the user experience for your media company.

Pros of Custom Third-Party SSO

For media companies considering the implementation of a third-party SSO solution with customization options, it's essential to understand the advantages and potential drawbacks. Let's explore the pros and cons of adopting a custom third-party SSO approach:

1. Rapid Deployment

• Quick Implementation: Leverage pre-built infrastructure to get your SSO portal up and running faster than building from scratch.
• Reduced Time-to-Market: Launch new digital services and integrate existing platforms more quickly.

2. Expertise and Support

• Specialized Knowledge: Benefit from the provider's experience in handling complex authentication scenarios.
• Ongoing Maintenance: Receive regular updates and security patches from dedicated teams.

3. Scalability

• Elastic Infrastructure: Easily handle traffic spikes during major content releases or live events.
• Global Reach: Leverage providers' distributed networks for better performance across regions.

4. Advanced Security Features

• Multi-Factor Authentication: Implement sophisticated security measures with minimal in-house development.
• Threat Intelligence: Benefit from providers' broad view of emerging security threats across multiple clients.

5. Compliance and Certifications

• Regulatory Adherence: Many third-party SSO providers maintain compliance with industry standards (e.g., SOC 2, ISO 27001).
• Audit Support: Simplify compliance audits with provider-supplied documentation and certifications.

6. Customization Options

• Branding Capabilities: Tailor the SSO portal's look and feel to match your media company's brand.
• Workflow Adaptation: Adjust authentication flows to suit your specific user journey requirements.

7. Integration Ecosystem

• Pre-built Connectors: Utilize existing integrations with common media and content management platforms.
• API Flexibility: You Leverage APIs for custom integrations with proprietary systems.

Cons of Custom Third-Party SSO

1. Cost Considerations

While generally more cost-effective than building in-house, third-party SSO solutions come with recurring subscription fees. You'll need to carefully evaluate the pricing models and choose a plan that aligns with your budget and user base.

2. Vendor Lock-in

Opting for a third-party provider means relying on their platform and services. This can create some level of vendor lock-in, making it potentially challenging to switch providers in the future.

3. Integration Limitations

While most providers offer a wide range of integrations, you might encounter limitations when integrating with niche or legacy systems. Ensure the provider supports all the applications and services critical to your media company.

4. Limited Control

Compared to building in-house, you have less control over the underlying infrastructure and security measures. However, reputable providers adhere to strict security standards and offer strong data protection measures.

5. Customization Constraints

While customization options are available, they might not be as extensive as building from scratch. You might need to compromise on certain design elements or functionalities to align with the provider's platform.

Advantages of buying Custom SSO Solution over building SSO in-house

Final Word(s)

While building an in-house SSO solution may seem appealing for its perceived control & a lot of customization, opting for a custom third-party SSO solution often provides significant advantages for media companies. The specialized expertise, faster implementation, robust security, and ongoing support offered by third-party providers can result in a more efficient, secure, and user-friendly SSO experience.

By choosing a custom SSO solution from a reputable third-party provider such Solutelabs, you can leverage industry-leading technology & focus your resources on core business activities. This approach not only enhances security & user experience but also provides the scalability & flexibility needed to adapt to the ever-changing digital media. Contact us today for an SSO Portal consultation for your media company.