Many B2B marketers use IP address tracking. It’s a popular solution, helping businesses gain a better understanding of their online audience and boosts lead generation success. However, many data regulations have not been specific about how IP addresses are categorized, causing confusion surrounding the legalities of IP tracking.
The debate questions whether IP addresses are considered personal data. It was originally thought not, as IP addresses need to be made public to ensure users can access the internet, and very little information can be drawn from just an IP address. However, they remain totally unique to each device, and some businesses can gain personal data from an IP address such as the ISP who assigned it. After much discussion, GDPR has classified IP addresses as an online identifier, classed as personal data.
But don’t fret! We are pleased to assure you IP address tracking is legal when used for B2B purposes. Though IP addresses count as personal data when pertaining to individuals, any IP addresses belonging to a business is counted as public information, meaning your team can legally track and process this data. Many IP trackers go the extra mile to protect B2B organizations, only extracting useable data from static, business IP addresses then deleting the original IP.
IP tracking is nothing to fear – it could be the secret to your businesses success! Lead Forensics for example offer and advanced lead generation solution using IP tracking. A small snippet of code detects the IP addresses visiting your website, then cross-references them with our privately-owned database of business contacts. This allows Lead Forensics to identify the businesses visiting your website, and provide contact details and visit analysis, fuelling your sales pipeline with high-quality leads.
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