The concept of ID bridging has long been the foundation of programmatic advertising. What is cookie matching but an early iteration of ID bridging? And isn't it time our industry gets an updated iteration?
Cookie match tables are the simplest form of ID bridging, but that doesn't mean it is perfect. More complex ID bridges are necessary for conversion measurement and attribution across different channels and devices.
ID bridging in the bidstream has had a moment recently because well-meaning publishers and advertisers have had trouble digesting ecosystem complexity, leading to mismatches and challenges in accurate identification.
A user sees an email ad for pizza delivery, and then calls to order. The impression occurred in email so an ID bridge to connect the impression to the offline conversion is crucial for accurate attribution.
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