Demandbase

Overview

Demandbase is a B2B account-based marketing (ABM) and account intelligence platform. It specializes in IP-to-company resolution, allowing B2B companies to identify which organizations are visiting their website — even when visitors are anonymous. This intelligence is used to personalize website content for specific target accounts and trigger sales alerts when high-value accounts engage.

What This Script Does

The Demandbase tag fires on every page load and performs real-time IP-to-company resolution before returning account-level data to the host page.

Script Files and Domains

• tag.demandbase.com/demandbase_tag.min.js — The primary Demandbase tag script. Approximately 20–40KB.
• Resolution API: api.demandbase.com/v1/identify/ — Receives the visitor's IP address and returns firmographic data.
• scripts.demandbase.com — Additional scripts for personalization and audience management features.
• audiences.demandbase.com — Audience data sync endpoint.

Cookies Set

• __db — Demandbase session cookie. Stores the identified company ID and session state for the current visit. Persists for the browser session.
• _dbm — Demandbase multi-visit tracking cookie. Persists identified account engagement across multiple sessions, tracking pages viewed per account over time. Persists for 1 year.
• db_visitor_id — Persistent visitor identifier linking anonymous sessions to behavioral history within Demandbase's system. Persists for up to 2 years.

Data Collected Per Page Load

• Visitor IP address (sent to Demandbase's API for resolution)
• Page URL and referrer
• User agent and browser metadata
• Timestamp and visit sequence data

Account Resolution Response For each resolved visit, Demandbase returns:

• Company name, industry, sub-industry, employee range, annual revenue range
• Company location (city, state, country)
• Demandbase company ID and segment memberships
• Account engagement score (aggregate of behavioral signals from Demandbase's B2B data network)
• Named account status (whether this company is on the customer's target account list)

Personalization Features When account resolution succeeds, Demandbase can trigger client-side personalization rules that modify page content, calls-to-action, case studies, and navigation in real time to match the visiting account's industry, size, or pipeline stage.

Sales Alerting and CRM Integration Demandbase integrates with Salesforce, HubSpot, and Marketo. When a target account visits key pages (pricing, solutions), it can trigger real-time Slack or email alerts to the assigned sales rep.

Demandbase's Data Network Demandbase aggregates behavioral data across its network of B2B publisher and technology partners. Account-level engagement signals from third-party sites are combined with on-site behavior to build comprehensive account engagement scores, creating a behavioral profiling network across multiple websites.

Consent & Compliance

Consent category: Analytics / Marketing

• GDPR/ePrivacy: IP addresses are personal data under GDPR. Demandbase processes visitor IP addresses to resolve company identity — even if the output is a company name (not a personal name), the input is personal data. The persistent _dbm and db_visitor_id cookies track individual browser sessions across visits, requiring consent under ePrivacy. The cross-site behavioral profiling network (Demandbase's multi-site engagement scores) constitutes tracking across multiple websites, requiring Purpose 1 and Purpose 3 IAB TCF consent or explicit GDPR consent.
• IAB TCF: Demandbase is a registered IAB TCF vendor. Relevant purposes include Purpose 1 (Store and/or access information on a device), Purpose 3 (Create a personalised ads profile), Purpose 7 (Measure ad performance), and Special Feature 1 (Use precise geolocation data) in some configurations.
• CCPA/CPRA: Sharing visitor IP addresses and behavioral data with Demandbase's cross-site tracking network constitutes "sharing" personal information for cross-context behavioral advertising purposes under CPRA.
• B2B context note: The fact that Demandbase resolves IP to company rather than individual name does not exempt it from GDPR. IP addresses remain personal data. Employees visiting from corporate networks are identifiable individuals even when only the company is named in the output.

Should You Block This Without Consent?

Yes. Demandbase collects visitor IP addresses for company resolution, sets persistent tracking cookies, and contributes to a cross-site B2B behavioral profiling network. The persistent cookies and cross-site data collection require consent under GDPR and ePrivacy. Block until analytics and marketing consent is granted.