The OATC Authentication Conversion Funnel for Content Programmer’s Apps and Sites Recommended Practice document serves to define a set of metrics and funnel steps for the authentication process as it pertains to a Content Programmer’s TV-Everywhere sites and apps. Subsequent goals include adding representative data to each of the steps to better understand where the biggest problems are and to create a set of reference implementation guidelines. The current document focuses on the Authentication funnel for users who actually have to login on the MVPD page – so the username and password based authentication (first time or not). This means ignoring second screen authentication use cases (e.g. Xbox360) and Social ID use cases. Authorization is also not handled in this version of the document. These additional cases will be covered in a future version of the document.