"The IDC study evaluates the leading vendors in the worldwide connected TV (CTV) advertising platforms market through the IDC MarketScape ...
"To back up, there is even some debate over what constitutes an ID bridge. Basis VP of Product Ian Trider, who is also a listed author on many of the Tech Lab documents regarding ID bridging, said he defines it as when a publisher or publisher vendor looks to see, for its own purposes, whether it can identify or in some way classify a site visitor, even if the cookie ID field is null."
Read more in AdExchanger.