how to specify sql server authentication for the report server

That was lame.  If their instructions were clear, I wouldn't be asking.

Victor, I apologize for being rude.  My only excuse is frustration.

Dan, when you don't understand please ask so we can help you further.
The article it was only a start and then if you have issues understanding some part of it we're here to try to help you further.
Cheers

OK, thanks.  It still won't work.

You need to provide more information.
Are you using domain accounts?
Which account is defined for the SSRS service?
How are you checking if it's working or not?

1. no domain accounts.
2. sql server user and password.
3. link to web portal address.

the web portal address is a link in an iframe in the web page of the web application.

Kerberos only works with Windows Authentication. That's why you aren't able to use it since you're using SQL Server authentication.

the web application is mvc 5 using the windows identity classes, not windows authentication.  how can I use kerberos with that?  this is where I am completely confused.

You're talking now about a web application but your main question was about SSRS connection to SQL Server. And you told that you aren't using domain accounts but SQL Server logins to connect to the database. With this configuration you can use only NTLM.

sorry, I might not have been clear.  I have a web application that makes a call to ssrs for a report.  According to MS, I can view the report by setting the url in an iframe and adding "embed=true".  But I have to log in to report server first, which is annoying.  The report server, database, and web application live on the save box.

I have set all the authentication methods on report server back to windows.

The report server, database, and web application live on the save box.

If they are all in the same server then it will use always NTLM protocol. Kerberos is only used on remote connections.

that's why I'm confused.  I guess I don't understand how to call the reports from a web browser correctly, since it's still asking for me to log in when I connect to it.  The connection to the database is defined in the web application web.config file.  I'm missing (mentally) the connection to the report server.

Mind that the reports aren't using the same web.config to connect to the database. They have their own connection properties.

so how do I bridge the gap between web.config and rsserver.config?

I'm not sure because I'm not a SSRS Expert but can't you overwrite the report connection with the application connection?

I would try that, but I don't know where the report connection is specified.

Should be when you're calling the report from the application.
If you can't solve it then open a question in the SSRS topic area.