Cookie-based identification FAQs

  • Updated
    • For identification purposes, Demandbase analyzes online identifiers (cookies) in the aggregate and applies AI and machine learning models to map them to companies and improve the overall quality of your experience with Demandbase solutions.
    • Demandbase also syncs the cookie information with other cookies so that you're able to target users on relevant networks in the event you choose to run advertising through Demandbase. This cookie sync process involves setting 3rd party cookies as described below.
    • When Demandbase uses cookie-based identification and sees that cookie again on one of your pages, we return information/identification for the associated company, thereby increasing identification.
    • The use of cookies helps identify company users not using their corporate network and provides you with business intent, helps you to identify and count unique users, drive site optimization, and improve retargeting.
  • Yes. Users may opt-out of Demandbase cookies through the Digital Advertising Alliance's (DAA) WebChoices tool, available at: You can opt-out of Demandbase ad tech partners via their respective websites or the DAA's WebChoices tool.

    • Cookies are placed on browsers when individuals land on a webpage where the Demandbase tag is deployed or through our ad network partners.
    • Our IP API logs and DSP tell us when we see that cookie in association with a domain. When cookie IDs associated with company networks meet a threshold, the Demandbase rules engine maps them.
    • When Demandbase sees that cookie again, on one of your pages, we return information/identification for the associated company.
    • You can expect to see an increase in identification, and can see your “remote” traffic in the Platform.
    • All Demandbase clients will have access to setting and reading cookies by default, which are fired based on a pixel in your Demandbase Tag.
    • We highly recommend keeping this code on your site because it helps to improve overall site identification and helps reach the right individuals in the event you choose to run advertising in addition to the benefits listed above.
    • If you would like to request a custom integration for cookies or to disable cookies, this decision may affect identification rates and advertising. We are able to disable cookies if needed. Please inquire with your CSM if you have any concerns or additional questions.
    • This identification method has a higher accuracy & higher precision than standard cookies.
  • Through the Demandbase Cookie Policy, customers can access the most updated details about Demandbase cookies.

    Demandbase participates in cookie pools with inventory partners through our DSP to serve targeted ads to individuals belonging to target accounts.

    Demandbase cookie details:

    Cookie Duration Data Retention Type
    tuuid 24 months 13 months Third party persistent
    tuuid_lu 2 Years 13 months Timestamp

    Duration refers to how long a cookie is coded to last in a user's browser from the last time consent was obtained for that cookie. Data retention refers to how long the data collected from that cookie is retained on Demandbase systems.

  • Under the terms of your agreement, you are required to properly disclose the use of Demandbase technology and data collection through your website, including obtaining consent for the use of our technology and data collection when required by law. Please consult your legal counsel for your specific obligations and make the time to ensure that your disclosures are up-to-date.

    • Ad Impressions on our network
    • DB Customer sites with DB Tag placed
    • DB Partner sites with DB Tag placed
    • Data collection:
      • After IP verification of corporate network, Demandbase uses cookies to identify when a user is off-corporate network.
      • Once a user is verified and cookied, we can understand their digital behavior and business intent.
    • ABX:
      • Identifying and counting unique users.
      • Retargeting / remarketing individuals from target accounts from certain pages.
    • Site Customization:
      • Understands the intent and engagement, both off-site and on-site at an individual level as well as at an account level. When it can, Site Customization recommends website content based not only on a successful buyer’s journey for the visitor’s account or IP address, but specifically for that individual comparing their on-site and off-site web page visits with other people’s similar behavior.
  • By default, Demandbase syncs with the third-party ad technology partners so that if you decide to run an ad campaign with Demandbase, we can target these users on the relevant networks. Demandbase may send and receive personal data (cookies) to associate Demandbase assigned cookies or online identifiers with third-party partners’, such as DMPs and other adtech providers, cookies or online identifiers (also known as “cookie syncing”) which involves allowing our third-party partners to set cookies and assign online identifiers in furtherance of our Services and to increase performance of ad campaigns. These syncs may be removed upon request for customers that do not run advertising on Demandbase.



    (24 months)

    This cookie is used for analytics and advertising services provided by Demandbase products. Third party persistent

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