Executive Summary

Marketers and product teams are losing reliable visitor identification as third‑party cookies and browser tracking fall apart, and they also face growing legal and operational burdens to capture and prove user consent. SMB and mid‑market teams, in particular, lack affordable, auditable solutions and end up with fragmented data, lower match rates, and exposure to compliance risk. You could build a consent‑first, server‑side visitor identification platform that captures provable consent, links hashed, privacy‑preserving identifiers across touchpoints, and exposes auditable consent logs and clean‑room integrations for analytics and ad partners. Delivered as a lightweight SDK, server API, and managed identity graph, it would prioritize opt‑in matching—deterministic where possible and probabilistic and privacy‑preserving otherwise—so teams get usable identity without tracking users against their will. This is a timely $24.0B addressable market (20M websites × $1.2K ACV) driven by cookie deprecation, browser restrictions, and stricter privacy regulations—factors that support a market score of 86/100 and revenue potential of 84/100. Competition is medium, so there’s room for a focused product that solves consent provenance and practical identity resolution for SMBs and mid‑market martech stacks. You can stand out by combining an auditable consent ledger, server‑side ingestion, and turnkey integrations that raise match rates while reducing legal risk, but expect the toughest challenges to be assembling seed identity graphs, earning partner trust, and navigating evolving regulation.

Market Opportunity

Consent-first visitor identification that fuels growth without sacrificing privacy targets a $24.0B = 20M websites/businesses × $1.2K ACV (global SMB + mid-market martech + privacy tooling) total addressable market with medium saturation and a year-over-year growth rate of 12% YoY — combined growth estimate for martech and privacy tooling driven by regulatory changes and cookie deprecation (industry forecasts).

Key trends driving demand: Cookie deprecation and browser restrictions — reduce reliability of third-party identification and create demand for server-side and consented identity approaches.; Stricter privacy regulations worldwide — force businesses to track and record consent more responsibly, creating demand for auditable consent layers.; Shift from deterministic to probabilistic and privacy-preserving resolution — opens opportunities for consent-linked, hashed-match graphs that respect user choice.; Martech consolidation and API-first stacks — increase appetite for focused, composable services that integrate cleanly with CDPs, tag managers, and analytics platforms..

Key competitors include OneTrust, Clearbit, Permutive.

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Consent-first visitor identification that fuels growth without sacrificing privacy

Executive Summary

Market Validation

Market Opportunity

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