diff --git a/dev-docs/modules/userId.md b/dev-docs/modules/userId.md
index d10ef19c1f..5ccb028e5e 100644
--- a/dev-docs/modules/userId.md
+++ b/dev-docs/modules/userId.md
@@ -127,7 +127,8 @@ The Rubicon bid adapter would then receive
 
 ### BritePool
 
-BritePool ID, provided by [BritePool](https://britepool.com) is a Universal Identity resolution which does not depend on 3rd party cookies.
+The [BritePool]((https://britepool.com)) ID is a persistent identifier that enables identity resolution for people-based marketing in the cookieless world. Every BritePool ID is associated with a real identity. As a result, publishers, SSPs and DSPs that integrate with BritePool, or automated 
+integration partners (such as PubMatic), are able to maximize revenues without cookies. As addressable individuals visit publisher websites and mobile apps, the BritePool IDs associated with these identities are passed into the bidstream; enabling advertisers to transact against these BritePool ID's and publishers to maximize the revenues associated with their inventory and audience. The BritePool ID combines consumer privacy with easy, rapid integration for publishers and does not significantly increase the computing resources required of DSPs and SSPs.
 
 Add it to your Prebid.js package with: