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Partners LoginIn the current landscape of digital advertising, “signal loss” is the industry’s biggest hurdle. As third-party cookies vanish, the ability to identify users across different environments—like moving from a Safari browser on an iPhone to a Chrome browser on a laptop—is breaking.
Enter ID Bridging.
1. What is ID Bridging?
ID Bridging is the process of linking disparate identifiers (such as hashed emails, IP addresses, and device IDs) to create a “bridge” between different browsers and devices. It allows a publisher to enrich a bid request with a stable ID even when a direct cookie sync is impossible.
In simple terms: It tells the advertiser, “The person on this ‘anonymous’ Safari browser is the same person you saw earlier on Chrome.”
2. ID Bridging vs. ID Spoofing: The Transparency Battle
According to industry experts at Digiday, ID bridging is often described as the “good twin” to ID spoofing.
- ID Bridging (The Good Twin): Transparently adds data to a bid request so buyers can see exactly how an identity was resolved. It acts as a “peacemaker” for publishers looking to maintain revenue in a cookieless world.
- ID Spoofing (The Evil Twin): Involves falsifying or swapping IDs without disclosure to trick advertisers into paying higher CPMs for “premium” users that might not actually be there.
The Intent IQ Difference: While many providers operate as “black boxes,” Intent IQ focuses on Bid Enhancement with full transparency. We act as an “ID Switchboard,” ensuring every link in the chain is verified and disclosed, protecting both publisher reputation and advertiser ROI.
3. How ID Bridging Works: Accuracy at Scale
Most ID bridging solutions fall into one of two categories:
- Probabilistic: Educated guesses based on patterns (high scale, lower accuracy).
- Deterministic: 1:1 matches via logins (high accuracy, very low scale).
As noted by AdMonsters, the industry is currently moving toward higher standards, such as the IAB Tech Lab’s ID Provenance Protocol. This protocol mandates that the “origin” of an ID be declared in the bidstream.
Intent IQ solves the “Accuracy vs. Scale” trade-off by using a Hybrid Methodology. We use a deterministic seed to train our AI, resulting in 90%+ accuracy while covering over 80% of ad inventory.
4. Expert Insight: Bid Enhancement for the Cookieless Era
Watch how Intent IQ’s identity resolution technology facilitates the selling of billions of targeted ads in Safari and other cookieless environments.
5. Frequently Asked Questions (FAQ)
A: Yes, provided it is done with proper consent and uses privacy-safe methods like one-way hashing. Intent IQ’s solution is “Privacy by Design,” meaning we never store PII (Personally Identifiable Information).
A: Yes. By making “dark” inventory (like Safari) addressable, publishers often see a 50% to 150% lift in cookieless ad revenue.
A: Look for providers that support the IAB Tech Lab’s OpenRTB 2.6 standards and the ID Provenance Protocol. Transparency in the bidstream is the only way to ensure you are bridging, not spoofing.
A: Unlike others, our model is performance-based. We are only paid from the incremental revenue we generate for you, ensuring our interests are perfectly aligned with your growth.