TV Everywhere "auto-authentication," which quickly clears pay-TV subscribers to view cable programming on their devices without having to hunt around for their login credentials, is poised to gain further ground based on a new release announced by Synacor yesterday.

The company announced a white label auto-authentication solution for both in-home TVE usage and out of home with its social login using Facebook, Twitter and Google+ (social login was introduced last year, but the auto-authentication part is new). Both are under Synacor's Cloud ID offering and will be available in Q1 '14. The company believes this is the first such combined solution in the market.

Easing the friction around TVE login is a key priority in the pay-TV industry as it contributes to trial and adoption. Comcast and Cablevision pioneered the use of in-home auto-authorization during the 2012 Summer Olympics for subscribers of both video and broadband services.

More recently Comcast productized its auto-authorization as "Home Pass" this past summer, based on Adobe Pass authentication technology. Somewhat surprisingly other pay-TV operators have not yet announced their own auto-authorization plans.