Reaching high-value B2B users is key to IBM's digital marketing strategy. However, with third-party cookies already restricted in browsers such as Safari, Firefox and Edge, and with Chrome set to follow suit, targeting these users online is becoming increasingly difficult. IBM wanted to find a long-term solution that would enable them to continue to reach their audience, even in cookieless environments.

IBM ran a proof of concept campaign alongside their DSP partner, leveraging the ID5 ID to retarget users who had visited the IBM website via Safari, and recorded the results.