DMA Requires Email Authentication… and in Canada?

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Dear readers, I’m speeding off to the CMA Digital Marketing Conference this morning, and one of the issues I’ll be asking fellow attendees about is Email Authentication and the reported announcement the DMA (based in the US) will now be requiring members to authenticate their email. Their stand is that this will help reduce fraud and the ISPs are moving this way already, as Stefan Eyram posted yesterday.
But will this really have any impact on spam, or is it more a practise to ‘protect’ its membership?

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