Zoominfo Chat

What is ZoomInfo Chat?

ZoomInfo Chat (formerly Insent) is a B2B conversational marketing chatbot. When a visitor lands on your site the widget captures their IP address and performs a reverse IP lookup against the ZoomInfo data graph to identify their company. It then enriches the visitor record with company and, where available, contact information from ZoomInfo's data broker database. High value visitors are automatically routed to sales representatives for live chat engagement.

Data and cookies collected

ZoomInfo Chat sets cookies to identify and track visitors. The zi_session or visitorid cookie (up to one year) persists a unique visitor identifier for enrichment and routing. A chat session cookie manages the active conversation. An enrichment or routing cookie stores the company identification result and routing decision. Beyond cookies, the widget transmits the visitor IP address to ZoomInfo servers and receives back enriched company and contact data drawn from ZoomInfo's data broker records.

GDPR and ePrivacy implications

ZoomInfo Chat presents elevated GDPR risks on multiple fronts. The reverse IP identification processes personal data (IP addresses and inferred identities) without the visitor providing that data directly, raising serious transparency and fairness concerns under Article 5 GDPR. The enrichment with third party data broker information constitutes profiling under Article 4(4) GDPR and may trigger the enhanced rights in Article 22 if automated decisions significantly affect individuals. Because the visitor has not interacted with ZoomInfo directly, you carry the full transparency obligation and must provide the Article 14 information notice. The cookies require prior consent under the ePrivacy Directive.

Consent requirements

Explicit opt in consent is required before the ZoomInfo Chat widget loads and before any IP address is sent to ZoomInfo for reverse lookup. The consent request must clearly describe the reverse IP identification, the enrichment with ZoomInfo data broker records and the routing to sales. Passive browsing or continuing to use the site does not constitute valid consent for this type of processing. Visitors who decline must not be tracked or identified.

Data transfers

Visitor IP, behavioural and enriched data are processed by ZoomInfo in the United States under the EU US Data Privacy Framework and standard contractual clauses. Given the sensitive nature of the enrichment data, you should carefully review ZoomInfo's transfer impact assessment and subprocessor disclosures as part of your DPIA.

Practical compliance steps

Complete a mandatory DPIA before deploying ZoomInfo Chat. Gate the widget behind explicit consent in your consent management platform. Prepare an Article 14 privacy notice describing the enrichment processing and make it available on your site. Sign a Data Processing Agreement with ZoomInfo. Update your privacy policy to describe reverse IP identification, data broker enrichment, US transfers and visitor rights including the right to object to profiling. Monitor ZoomInfo's subprocessor and data source disclosures for changes that affect your compliance position.