Case Study: IBM reaches and retargets high-value Safari users with ID5

IBM retargets 1.4MM users and lowers CPMs by 21% with ID5

The customer, IBM, faced the challenge of reaching high-value B2B users online as restrictions on third-party cookies in browsers like Safari made retargeting and prospecting increasingly difficult. They needed a long-term solution to efficiently execute their digital advertising strategies in these cookieless environments. IBM partnered with the vendor ID5 to test their identity solution.

ID5 enabled IBM to retarget Safari users by leveraging the ID5 ID. This solution allowed IBM's DSP to recognize users and serve them relevant ads. The campaign successfully retargeted 1.4 million unique users and achieved a 21% reduction in CPMs across iOS, proving ID5 provides a scalable and high-performing identity solution for cookieless environments.

IBM