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A number of major media companies are starting to implement tools for third-party authentication for consumers. We spoke with JanRain , which provides a tool called Engage that companies like Tribune Interactive, Meredith, E.W. Scripps, The Dallas Morning News, bizjournals, and the National Geographic Society are all using. With the solution, publishers can authenticate users via third-party logins using as many as 16 different providers, including Facebook, Twitter, Google, Yahoo LinkedIn, etc. "JanRain is helping these companies to garner traffic to their site via the social web," a representative for the company tells WebProNews. She also says Engage can let media companies "allow consumers to publish content back to the social networks, increasing the cycle of referral traffic, and capture important demographic data to improve the user experience." "Traffic to your website from a social media platform is, by its very nature, more valuable than traffic f