TruePass digital identity platform created in Sri Lanka is launched — leading media institutions join

TruePass, a Sri Lankan-built digital identity and authentication platform designed for the publishing ecosystem, was officially unveiled in Colombo on 17 September, marking a significant step towards enabling local publishers to build stronger, direct and trusted relationships with their digital audiences.
A highlight of the launch was the formation of the TruePass Media Alliance, bringing together leading publishers including Wijaya Newspapers Limited, HiruNews, Newsfirst, Ada Derana and Liberty Media, Virakesari - Express Newspapers Ltd, Papare.lk, Gossip Lanka and TodayNews.
The coming together of these publishers signals growing industry recognition of what has increasingly become a missing piece in the digital publishing ecosystem: a trusted identity and authentication layer that allows publishers to move beyond anonymous audiences and build their own first-party audience relationships.

The Alliance reflects a shared vision of a future in which publishers have a more direct relationship with their readers, greater control over first-party audience data and stronger foundations for sustainable digital business models.

Built in Sri Lanka for the future of publishing

Developed in Sri Lanka, TruePass enables a reader to establish a verified profile and access participating publisher platforms through a common authentication experience - authenticate once, access everywhere.
For publishers, however, the significance extends beyond simplifying login. TruePass provides an identity layer through which publishers can progressively transform anonymous website traffic into authenticated audiences, establish direct first-party relationships with readers and create the foundation for greater personalisation, engagement and new revenue opportunities.
Participating publishers continue to build their own first-party audience relationships. For readers, TruePass is intended to make access across participating publishers simpler while creating a more transparent, consent-led relationship around their data.

An industry-wide conversation

The launch drew a broad cross-section of Sri Lanka's digital ecosystem, with representatives from the Ministry of Mass Media, GovTech, the Data Protection Authority, ICTA and FITIS, alongside telecommunications partners, prominent journalists, advertising agencies, advertisers and a large community of publishers.
The breadth of participation reflected the growing importance of digital identity, privacy, first-party data and trusted audience relationships not simply as technology issues, but as questions that will increasingly shape the future sustainability of Sri Lanka's media industry.

"This is much bigger than a login"

Setting the vision for TruePass, Jayomi Lokuliyana, CEO of TruePass and AdStudio.cloud, spoke about the changing relationship between publishers, technology platforms and audiences - and the opportunity for Sri Lanka's publishing industry to take greater ownership of its digital future.
"TruePass is much bigger than creating another login. It is about giving publishers the infrastructure to build direct, trusted relationships with the audiences they serve."
"For years, publishers have invested in creating the content that attracts audiences, while much of the identity and commercial value around those audiences has been built elsewhere. We believe the next chapter of digital publishing will be about publishers knowing their audiences, building their own first-party relationships and creating value from those relationships."
"Seeing some of Sri Lanka's leading publishers come together around this vision is perhaps the most important outcome of this launch. Technology alone cannot transform an industry. It requires an ecosystem. What we launched is the foundation; what TruePass becomes tomorrow will be shaped by the publishers, readers and partners who build on it with us."

Sri Lankan technology behind TruePass

The technology and architecture behind TruePass were presented by Subodha Perera, Director of AdStudio and technology entrepreneur, who explained the thinking behind the platform's design and how its identity and authentication architecture supports a connected publisher ecosystem.
The platform currently uses mobile and email verification, creating a foundation upon which publishers can progressively develop richer authenticated digital experiences for their audiences.
Publisher sovereignty in a platform-dominated world
Providing the international industry perspective was Daniel Hess, a media and digital industry expert with more than 35 years of experience across markets including Switzerland, Germany, the UK, US, Singapore and Sri Lanka.

Drawing on international publishing experience, including the Swiss market, Hess highlighted the strategic importance of publishers developing direct relationships with users and building consented first-party data. He emphasised the opportunity for publishers to strengthen digital sovereignty by retaining greater control over their audience relationships, data and the commercial value created around their content.

His keynote also highlighted the need for a healthier digital ecosystem in which publishers, advertisers, agencies and enabling partners can create more value around authenticated, consent-led audiences.

From authentication to a new digital publishing foundation

The vision for TruePass ultimately extends beyond authentication. An authenticated first-party audience can provide publishers with the foundation for deeper reader engagement, personalised experiences, advertising, memberships, subscriptions, paywalls and other future digital revenue models.
For advertisers and agencies, authenticated and consented audiences could over time create opportunities for more relevant audience engagement across premium Sri Lankan media environments.
The launch therefore represented more than the introduction of a new technology product. With some of Sri Lanka's leading digital publishers coming together through the TruePass Media Alliance, it marked the beginning of an industry-led effort to build the identity and first-party data foundations for the next phase of Sri Lanka's digital publishing industry.

TRUEPASS
Authenticate once. Access everywhere.

About TruePass
TruePass is a Sri Lankan-built digital identity and authentication platform developed by AdStudio.cloud for the digital publishing ecosystem. It provides a common authentication layer designed to enable simpler reader access while helping publishers build direct, authenticated and consent-led first-party audience relationships.

Media enquiries

TruePass / AdStudio.cloud
Email: info@truepass.cloud
Jayomi Lokuliyana
CEO - TruePass / AdStudio.cloud