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Analytics

Albacross

Analytics

Albacross is a B2B intent and website visitor identification platform founded in 2014 and headquartered in Stockholm, Sweden. It uses reverse IP lookup to identify companies visiting customer websites and enriches them with firmographic data. Albacross runs on EU infrastructure and is one of the few major visitor identification tools with a true EU controller, which makes it a strong GDPR friendly option for B2B lead generation.

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Overview

What does Albacross do?

What is Albacross

Albacross is a B2B intent and website visitor identification platform founded in 2014 and headquartered in Stockholm, Sweden. Operated by Albacross Nordic AB, it identifies the companies visiting customer websites by performing a reverse IP lookup against its proprietary database, enriches them with firmographic data (industry, size, revenue), and can push that data into CRMs (HubSpot, Salesforce, Pipedrive), ad platforms (LinkedIn, Google Ads) or webhooks. Infrastructure runs on AWS Stockholm.

Data and cookies collected

Albacross collects the visitor IP, user agent, current URL, referrer and basic page metadata. The IP is matched server side to a company in Albacross's database. The tracking script can be configured cookieless, in which case no client identifier is stored. Optional cookies are available for session continuity in some configurations. Personal data of individual visitors is not built up as a persistent profile.

GDPR and ePrivacy implications

The visitor IP is personal data under GDPR (Breyer ruling), so Albacross's processing must have a lawful basis. The product is positioned at B2B identification, where legitimate interest under Art. 6(1)(f) is the standard basis, balanced against the data subject rights. ePrivacy Art. 5(3) consent is not required when the script is configured cookieless, because no information is stored on the user's device. When optional cookies are enabled, they need to be assessed.

Consent requirements

No cookie consent is required for the cookieless mode. The legitimate interest basis still demands a clear privacy notice, a right to object and a Legitimate Interest Assessment documented internally. If optional cookies are enabled or if you push data to US based ad platforms or CRMs, those processings need their own legal basis (consent for marketing tracking, contract for service performance).

Data transfers outside the EEA

Albacross primary infrastructure is in Stockholm, Sweden, so visitor data is processed inside the EEA. No third country transfer is mandatory. If you connect Albacross to US tools (Salesforce, Google Ads, HubSpot), those integrations add their own transfers under SCCs and the EU US Data Privacy Framework, which must be documented separately.

Practical compliance steps

Sign Albacross's Data Processing Agreement, choose the cookieless mode by default, document a Legitimate Interest Assessment in your records, mention Albacross in your privacy notice as a Swedish processor handling visitor IPs, allow visitors to object, restrict pushed data to firmographic and not personal data where possible and audit any onward integrations to US tools.

Compliance

Albacross and the GDPR

Legal basis
Legitimate interest (Art. 6(1)(f) GDPR) for B2B company identification based on IP reverse lookup, balanced against the rights of individual visitors who may be employees of the identified company
Risk level
medium
Applicable regulations
GDPR, ePrivacy Directive (Cookie Law), Swedish Data Protection Act

Impact assessment (DPIA)

Albacross identifies the company associated with a visitor IP and enriches that company's record with firmographic data. Key DPIA considerations: (1) the visitor IP is personal data under GDPR but it is used to derive company information, not to profile individuals; (2) the tracking script can be configured cookieless, which significantly reduces the ePrivacy load; (3) legitimate interest is the typical basis but must be balanced and disclosed clearly in the privacy notice; (4) optional integrations with US tools (Salesforce, HubSpot, Google Ads) add their own transfer questions; (5) the firmographic enrichment uses third party data sources and bears its own provenance considerations; (6) Albacross is a Swedish controller, which simplifies the EU compliance posture compared to US based visitor identification vendors.

Sample text for your banner

We use Albacross, a Swedish B2B visitor identification platform, to understand which companies visit our website based on their IP address. Albacross processes data exclusively in the European Union, no cookies are required for the core identification. We rely on legitimate interest under Art. 6(1)(f) GDPR; you can object via our privacy contact.
Cookies and trackers

What Albacross sets and contacts

Tracking method
JavaScript snippet that captures visitor IP, user agent and page URLs; server-side reverse IP lookup against Albacross's B2B database to identify the visiting company; optional CRM and ad platform integrations
Server location
European Union: primary infrastructure in Sweden (AWS Stockholm eu-north-1) with operator Albacross Nordic AB in Stockholm
Cookieless mode available
Yes

Cookies set (1)

NameTypeDurationPurpose
ab_sessionFunctionalSessionOptional first party session cookie used by Albacross to maintain session continuity when not running in the recommended cookieless mode.

Third-party domains contacted (4)

  • albacross.com
  • serve.albacross.com
  • api.albacross.com
  • cdn.albacross.com
Questions

Frequently asked questions about Albacross

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Does Albacross set cookies on visitor browsers?

Albacross can be configured cookieless, which is the recommended default. In that mode, no cookies are set on the visitor browser, the IP is processed server side to identify the company. Some configurations may still set a small set of first party cookies for session continuity, which should be disclosed if used.

Do I need user consent to use Albacross?

In cookieless mode, you do not need cookie consent because no information is stored on the visitor device. You still rely on legitimate interest for processing the IP, which requires a clear privacy notice and a right to object. If you enable optional cookies, those need a consent mechanism.

What is the legal basis for processing data via Albacross?

Legitimate interest (Art. 6(1)(f) GDPR) is the standard basis for B2B identification, balanced against the visitor's interests and rights. A Legitimate Interest Assessment should be documented. Consent (Art. 6(1)(a) GDPR) applies if you enable optional cookies or push data to marketing tools that themselves require consent.

Where does Albacross process and store data?

Albacross processes data on AWS Stockholm (eu-north-1), inside the EEA, with operator Albacross Nordic AB in Sweden. No transfer to a third country is mandatory for the core identification. Onward integrations to US tools (Salesforce, Google Ads) must be assessed separately.

Is a DPIA required for Albacross?

A DPIA is generally not required for basic Albacross deployment in cookieless mode because the risk is limited (no profiling of individuals, EU only processing). A DPIA is recommended if Albacross is connected to US ad platforms or CRMs, or if the firmographic enrichment feeds automated decision making.

How do I deploy Albacross in a GDPR compliant way?

Sign Albacross's DPA, deploy in cookieless mode, document a Legitimate Interest Assessment, mention Albacross in your privacy notice (Swedish processor, IP based identification), provide a right to object, push only firmographic data to onward integrations and audit any US connector.

What are GDPR friendly alternatives to Albacross?

EU based B2B visitor identification alternatives include Leadfeeder/Dealfront (Finland), Lead Forensics (UK), Visiblee (France), CANDDi (UK) and Zoominfo (US, but with EU data centres). For pure intent data without IP based identification, Bombora (US, opt in publisher network) or self hosted server side analytics may be options.

How should I update my privacy policy for Albacross?

Disclose Albacross as a Swedish processor that uses your visitor IP to identify the visiting company, name the firmographic enrichment used, mention the legitimate interest basis, confirm that processing happens inside the EEA, link the Albacross privacy notice and DPA and provide a clear way to object.

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