ID5 Enables IBM to Reach and Retarget Elusive High-Value, B2B Safari Users

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, 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.

Currently, 40% of global traffic is unaddressable due to restrictions on third-party cookies in Safari, Firefox and Edge browsers. Advertisers like IBM are unable to execute key digital advertising strategies in these browsers, including retargeting and customer prospecting. They, therefore, began to search for a solution that would enable them to continue to reach their audience efficiently at scale and apply key campaign strategies like frequency capping, measurement and attribution.

IBM ran a proof of concept campaign in the US across desktop, Android and Apple iOS devices, leveraging the ID5 ID to recognize Safari users and its DSP to retarget them. Reaching Apple iOS users was of particular interest to IBM due to their customer profile. Research conducted by Slickdeals has shown that Apple iOS users are likely to spend more than their Android counterparts, especially on tech purchases. The campaign involved retargeting users who had visited the IBM website via Safari. Thanks to ID5, IBM was able to create a retargeting segment, which was then ingested into its DSP for targeting. As IBM’s website users moved across the web to visit other websites, and upon consent from these users, a bid request with the ID5 ID was issued, allowing its DSP to overlay the relevant retargeting information and display the correct creative.

Not only did the campaign prove that ID5 is able to provide immediate efficiencies and competitive advantages for companies like IBM, but it also offers a scalable, high-performing and privacy-safe identity solution for advertisers in the long term.