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Specific emails might come under Personally Identifiable Information (PII). @Srikrishna Factors.ai would be able to guide best.

1. Dealfront is okayish. Please check out Factors.ai on a free trial. 2. It is not possible to get a email id. There are technical and legal challenges. You can identify a email id, only if the user actually signsup with consent. 3. Based on buyer behavior, web properties like city, buyer persona details, you can narrow down the set to 2-10 people. Then you can do outbound to this set, and this is far better than cold outbound 4. The key is layering the account identification with G2, Linkeidn , ad channel, search keyword and intent data, to make a more curated list. This list can be used to activate ABM/Email/cold call campaigns, with automated workflows. Kind of Data to Leads

@Sourav, would highly recommend to move away from deanonymization techniques. With Google deprecating 3rd party cookies by end of next year, the data is dicey at best. Current accuracies range from 30-70% depending on the geographies. Also, people are increasingly looking at it in a bad light, they feel it as an invasion of their privacy. Find out ways to rely on first party data. Build insane content that people want to come and read and engage themselves aka permission marketing.

Account identification is not a privacy issue. IP to Company data comes from public IP info databases, layered with data buying from publisher networks. Not sure if this comes under third parry cookie. GA is a third party cookie. But capturing website data is not third party, it is a first party SDK. Layering this Account Deanon with first party, G2 and Linkedin/Ads data builds better cohorts than blind targeting.

The problem really is data exchanging hands without the users consent. It is 100% a privacy issue. GA is a 3rd party cookie but the data generated is first party. It remains with me. I don't sell it to anyone else. The boundaries are crystal clear.

GA, sells to Google Ads. Hence it is a third party SDK

@Srikrishna Factors.ai in anirudh's response "google" refers to chrome right @Aniruddh Jain?

I'll share another use case where we connected email, outbound and site visitors. Not sure if it helps you but it certainly helps us prioritize the leads from cold outbound campaigns that we should follow-up with. We used to send out cold outbound e-mails using Outreach. The links to our website in those emails had a query parameter (example : company . com / ?email={{email}}) When someone read our email and clicked the link in it to visit our site. Our De-Anon tool would notify Mr X from Account Y and E-mail) Z is on our site. We'd follow-up with Mr X immediately.

Historically Google used to penalize passing raw pii data in URLs. @Aniruddh Jain is it not the case now? All these will come under gdpr violations.

Yeah ideally never pass PII. It will get flagged by GA, Meta and Linkedin. A better way to achieve the same outcome as @Raveesh Motlani wants can be by using a unique ID/key per unique email, so instead of passing company domain and email, just pass an ID eg "utm_id=2300985", which links to this unique contact and then it can be easily tracked.

Feels like all are waiting for the day when the clampdown happens just like whats happening with delivereability/cold email and then rant on why the universe is going against you 🥲

I heard IP addresses are also going to go away eventually. You cant even track locations, forget anything else.

Every thing will move to first party 😆

In Mobile the tracking params are much bettet than web. Mobile Ads are more targeted. Not sure if IP is going to go away or location tracking is not going to be possible. New products come up. We didnt see ChatGPT come up 3 years back. My view is targeted marketing or prioritization is a standard to any GTM practice. What data you get and how to process it will evolve....

@Sid - you should moderate a debate between the above 2 gentlemen - so much value in an hour 😇

@Niranjan Bala absolutely. future of marketing is how the history of marketing used to be. brand building and first party data. attribution will move to media mix modelling in place of the every touch point modelling abomination that is commonplace today

Let’s do it

@Sid aap party hain ya broker?

Show man

Fractional 😂

Great conversation 👌 Though Google will sunset 3rd-party cookies at some point in future time, it is coming up with 'Topics API' - very much in the lines of cohort based interests for advertising, targeting --> No way Google will shoot itself in the foot for privacy (and leave its golden goose :D) @Srikrishna Factors.ai - great call out on mobile ads. Trust is is MAID - mobile device identifier id - pretty robust than cookies thus the precise targeting In similar lines, how are Identity IDs coming along in visitor identification? There is no privacy concern there as it is a pseudo Id and factors multiple devices, browsers which will address accuracy concerns

In Mobile we have device ids. But as long as there are browsers and not apps, the website cookie (first party) and IP based on consent will be there

@Srikanth V what did you mean by identity ids?

@Niranjan Bala - they are pseudo IDs that represent an individual. While PII (personal identifiable information) is not disclosed, an individual can be represented in the digital ecosystem irrespective of number of devices they use - mobile, desktop , laptop and various browsers, applications within each of those devices. All of those could be grouped together and linked to a single individual. Even if one resets cookie ID, they can be linked back to a single, same master identity ID. This bodes well for advertisers to promote in digital channels - social, native, programmatic and others

you mean the internal user_id in the product right?

not the internal user id. Just basis the digital behaviour we all have and how we can be targeted by the advertisers. They should have some mapping to the regular identifiers - cookies, device id, IP address. A consolidation happens later to map it to a single individual