Metadata.io

Overview

Metadata.io is a B2B revenue marketing platform that automates paid media campaign execution across LinkedIn, Facebook, Google, and display networks. It is designed for demand generation and account-based marketing (ABM) teams at B2B SaaS and technology companies who want to target specific companies, job titles, and buying committees with precision. The platform automates audience building, budget allocation, ad creative testing, and attribution reporting — functions that typically require manual management across multiple ad platform interfaces.

Metadata.io's value proposition centers on connecting advertising spend directly to pipeline and revenue outcomes rather than click-through rates or form fills, making it a tool for revenue-focused marketing operations teams.

What This Script Does

Script loading: Metadata.io deploys a JavaScript tracking pixel on the advertiser's website, typically loaded from pixel.metadata.io/pixel.js or a similar endpoint, initialized with the advertiser's account identifier. The script fires on page load and on specific conversion events.

Conversion and attribution tracking:

• Captures form submission events (demo requests, contact forms, content downloads, free trial signups) as conversion signals for campaign attribution
• Records UTM parameters, referrer URLs, and ad click identifiers (LinkedIn Insight Tag click IDs, Facebook fbclid, Google gclid) to attribute conversions to specific campaigns and creative variants
• Sends conversion event data to platform.metadata.io endpoints for multi-touch attribution modeling across the full B2B sales cycle (typically 3–18 months)

Cookies set:

• _mdt_[account] — First-party persistent cookie, 30–180 days, stores an anonymized visitor identifier to enable multi-touch attribution across long B2B buying cycles where the same prospect may visit multiple times before converting
• _mdt_session — First-party session cookie, session duration, tracks the current session for attribution chaining
• Attribution metadata (UTM values, click IDs, first/last touch campaign data) may also be stored in localStorage for cross-page persistence within a session

Retargeting audience construction:

• Builds retargeting and lookalike audiences on LinkedIn, Facebook, and Google by firing platform-specific tracking pixels (LinkedIn Insight Tag, Facebook Pixel, Google Ads tag) in coordination with the Metadata.io event data
• Constructs suppression lists from converted visitors to exclude existing customers from campaigns
• May share visitor identity signals with ad platforms for identity graph matching (email hashing for Customer Match / Matched Audiences)

IAB TCF Purposes: As an advertising attribution and audience-building tool, Metadata.io processing aligns with IAB TCF Purpose 1 (Store/access information on a device), Purpose 3 (Create a personalised ads profile), Purpose 4 (Select personalised ads), and Purpose 7 (Measure ad performance).

Consent & Compliance

Metadata.io is categorized as marketing and analytics.

• GDPR/ePrivacy: The persistent visitor identifier cookie and behavioral data collection for ad attribution require explicit prior consent under Article 5(3) ePrivacy. The retargeting audience construction and sharing of visitor data with LinkedIn, Facebook, and Google ad platforms constitute processing for marketing purposes requiring consent under GDPR Article 6(1)(a). The long cookie retention periods (up to 180 days) reflect the B2B sales cycle but do not change the consent requirement.
• CCPA/CPRA: Sharing visitor identifiers and behavioral data with LinkedIn, Facebook, and Google for retargeting likely qualifies as "sharing" of personal information for cross-context behavioral advertising under CPRA, triggering opt-out obligations. A "Do Not Sell or Share" mechanism must be offered to California consumers.
• EU-US Data Privacy Framework: Metadata.io (a US company) should be evaluated for EU-US DPF participation or Standard Contractual Clauses for EU data transfers.
• B2B context: Even for B2B companies targeting job roles rather than individuals, GDPR applies to personal data about identifiable individuals. Business email addresses and LinkedIn profile data used for targeting are personal data under GDPR.

Should You Block This Without Consent?

Yes. Metadata.io sets persistent cookies for advertising attribution, fires retargeting pixels to build advertising audiences across multiple ad platforms, and shares visitor data with third-party advertising networks. These are non-essential marketing functions that require explicit prior consent under GDPR/ePrivacy. The script should not load until marketing consent is granted.