Is firmographic personalization personal data, does it undercut the cookieless setup?
We chose Croct in part because it is privacy-first and cookieless by default, and that was an easy story to tell internally. Now marketing wants to turn on firmographic personalization for our B2B visitors.
Before I approve it I want to be sure we are not quietly reintroducing personal tracking through the back door. What does firmographic data actually represent, and does using it change the cookieless posture we signed up for?
1 answer
Good news on both counts. Firmographic data is anonymous company-level data, things like industry, company size, and buying stage. It describes the organization a visitor appears to belong to, not a personal profile of the individual. The point is to tailor the experience to a company context, not to identify a person, so it does not turn anonymous visitors into identified people.
It also does not change your cookieless posture. Croct stays privacy-first and does not rely on third-party cookies, using localStorage by default, and that is unchanged when you connect a firmographic provider. You can read how we treat this in our data handling documentation. On the mechanics, the firmographic attributes feed audiences that are evaluated in real time per interaction, exactly like any other audience, which the B2B firmographic overview covers, and the CQL side of B2B targeting shows what those conditions look like in practice.