---
title: "WEBINAR: Navigating Addressability: ID Bridging"
description: Learn about the IAB ID Provenance Protocol and its impact on demand and supply partners in this BidSwitch webinar.
image: https://blog.bidswitch.com/hubfs/bswwebinar_idbridging.png
---
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# WEBINAR: Navigating Addressability: ID Bridging
December 4, 2024
In this 45-minute webinar on the IAB Tech Lab ID Provenance Protocol, the BidSwitch team will review the new workflows and concepts introduced by the protocol and focus on requirements and expectations for demand and supply partners.
Key takeaways:
- **IAB Tech Lab Provenance Specifications were released on September 23rd, 2024.** The specifications introduce new signals in the EIDS field for enhanced transparency of requests with bridged IDs, i.e. where the ID could not be obtained via a browser cookie sync.
- **BidSwitch has adopted the specifications** and is encouraging our partners, both supply and demand, to adopt the specifications from their side.
- **Supply partners can leverage the new specs** to enhance the transparency of their requests and enhance trading outcomes in cookieless environments.
- **Demand partners can leverage the new specs** to adjust their buying decisioning based on the data from the EIDS field and reach new audiences from existing cookieless environments.
- **Both supply and demand partners can use the ID Provenance Specification** as a way to prepare for the pending changes in the addressability landscape.
Click the play button below to watch the webinar now.
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