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Welcome to the Authorized Buyers release notes, your destination for staying informed about our latest platform updates, system enhancements, and new feature rollouts. These announcements are usually published every other Monday. We recommend bookmarking this page and checking back bi-weekly. For previous releases, you can check the archive.
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ID bridging for RTB partners
To increase addressability on traffic without third-party cookies (3PCs), such as Safari and Firefox, we are launching an ID bridging solution for RTB partners outside of the EEA, UK and Switzerland. This launch is a follow-up to an experiment that started in August, 2026.
This feature uses signals organically available in the ad request to resolve to a third-party cookie-based ID—previously shared by bidders during the standard cookie matching process—on third-party cookie-less inventory.
By default, the resolved IDs will be shared in the bid request via the buyeruid and eid fields. To maintain transparency, Google will populate the eid field with full provenance, including the inserter, matcher, match method, and source.
While the eid field will always contain the bridged ID, you can opt out of receiving bridged IDs in buyeruid via the ID bridging control in RTB settings.
Buyers that have already opted-out of receiving bridged IDs in User.buyeruid for the ID Bridging experiment will be opted-out by default when ID Bridging is launched in general availability at the end of October.
Coming soon
Check back for upcoming releases.