IBM

One of the world's largest technology companies, with a significant advertising and marketing technology division through IBM Watson Advertising, offering AI-powered, cookieless targeting solutions to marketers and publishers globally.

IBM is a technology company that brings together software, consulting, and infrastructure to help clients address their most critical business challenges, though its role in the advertising industry is substantial.¹ IBM Watson Advertising builds trust with consumers, marketers, and publishers through a suite of AI solutions designed to augment thinking at scale.² Its flagship Weather Targeting product powers digital campaigns by anticipating consumer behavior using the world's most accurate forecast, combining weather's influence on emotion and action with IBM's AI and machine learning to turn relationships between weather, location, and complex datasets — such as health conditions, product sales, and consumer activity — into actionable targeting solutions that require no third-party cookies or identifiers.² IBM Watson also works with publishers to diversify revenues and improve ads and KPIs on the creative side, and has introduced an Advertising Fairness Pledge aimed at creating fairness and reducing bias against minorities in advertising.³ On the media buying side, IBM recently appointed Omnicom as its new global media agency, with IBM's own global media spend estimated at around $330 million in 2024.⁴ Source 1: ibm.com — About Source 2: clickz.com — IBM Watson Advertising Source 3: magnite.com — How IBM Watson is tackling emerging ad opportunities Source 4: marketing-interactive.com — IBM picks new global media agency