Consent-first visitor identification to boost growth while protecting privacy

Consent-first visitor identification to boost growth while protecting privacy targets a $9.6B = 2M businesses × $4.8K ACV (annual spent on visitor identity, personalization, and attribution tooling per business) total addressable market with medium saturation and a year-over-year growth rate of 12% YoY estimated (Source: combined martech growth + privacy tooling expansion, analyst reports 2022-2025).

Key trends driving demand: Third-party cookie deprecation — browsers and ad platforms are forcing sites to move to first-party and server-side identity, creating demand for alternatives.; CMP and consent adoption — rising use of consent management platforms means teams can reliably capture opt-ins that an identity product can act on.; Shift to server-side and edge tracking — companies want privacy-safe server-side processing to reduce client-side fingerprinting and improve data quality.; First-party data monetization — businesses seek to leverage their own customer signals for personalization and measurement instead of renting third-party identifiers..