Dive Brief: 

• Demandbase, a B2B online targeting and personalization platform, has launched a cookie-less solution for B2B advertisers that allows them to retarget businesses that have visited their websites. 
• The new tool uses corporate IP addresses to identify the companies that visitors are from in real-time, and then, based on their actions, it uses exchanges like Google and RightMedia to programmatically retarget customized ads to that visitor. 
• Demandbase's new B2B retargeting solution is an extension of Company-Targeted Advertising, which allows advertisers to identify certain visitors or companies to target. For example, an advertiser can identify the "Fortune 1000" to target those specific companies. 

Dive Insight: 

This offering from Demandbase falls in line with the increasing trend of B2B companies utilizing traditionally B2C marketing and advertising tactics. This approach allows B2B marketers to target more than one person at a company that may be involved in the sales process, which isn't something all tactics or solutions provide. As cookies become less popular, especially now that companies like Google are thinking beyond them, more solutions like this will be necessary for retargeting.