"For all of the ad tech industry’s sophistication, fragmentation remains its original sin. The solution isn’t a mystery. Everyone agrees ...
"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.