Executive Summary

Anonymous web traffic is increasingly worthless for marketers, publishers and B2B sellers because cookie-based identifiers are disappearing and most visits arrive without any actionable identity or consent. The pain is acute for demand-gen teams and mid-market to enterprise websites that rely on personalized experiences and measurable attribution but often don’t have the resources to build robust first-party identity stacks. You could build a consent-first visitor identification platform that captures verifiable consent, issues a cookieless first-party identifier, performs AI-enabled entity resolution and intent scoring, and syncs cleansed profiles in real time to CRMs and CDPs. The timing is favorable: the addressable market is roughly $30.0B (10M businesses x $3,000 ACV), market score 95/100 and revenue potential 88/100 driven by cookie deprecation, heavy investments in first-party data strategies and cheaper AI enrichment that improves match rates and conversion lift. To stand out, focus on privacy engineering and transparency—consent receipts, auditable provenance, and a lightweight SDK that yields materially higher match rates without third-party cookies—plus turnkey integrations with major CDPs and tag managers. Strengths are clear (privacy-first design, measurable ROI, lower dependence on ad ecosystems); challenges are real too (medium competition from incumbents and CDPs, trust-building, regulatory complexity and the need for initial pilot customers to seed entity resolution performance).

Market Opportunity

Anonymous web traffic is worthless — consent-first visitor identification targets a $30.0B = 10M businesses x $3,000 ACV (global websites & martech spend addressable for visitor-identification services) total addressable market with medium saturation and a year-over-year growth rate of Martech & identity-enablement tools growing ~12-18% overall; privacy-first visitor ID and enrichment growing faster at ~25% as cookie loss accelerates.

Key trends driving demand: Cookie deprecation -- forces shift to first-party and consented identity solutions, creating demand for non-third-party approaches.; First-party data strategies -- companies investing in CRM/CDP ecosystems to own identity and reduce ad spend reliance.; AI-enabled enrichment -- cheaper, faster entity resolution and intent scoring increases conversion rates from identified visitors.; Privacy legislation -- GDPR/CPRA drives demand for consent-first, auditable identification workflows that reduce legal risk..

Key competitors include Clearbit (Reveal & Enrichment), Leadfeeder, ZoomInfo, Albacross, Drift (conversational marketing/workarounds).

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Anonymous web traffic is worthless — consent-first visitor identification

Executive Summary

Market Validation

Market Opportunity

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