With nearly 50% of UK traffic unaddressable due to restrictions on third-party cookies, it is becoming increasingly difficult for advertisers to deploy people-based campaigns effectively. The GDPR also require buyers operating in Europe to obtain users' consent to target them with personalized ads across their devices.

For this reason, leading demand-side platform, Amobee, integrated ID5's IdentityCloud and chose to leverage ID5's cross-device capabilities in a direct-response display campaign for wine brand Gusbourne, and recorded the results.