Executive Summary

Marketers and digital-first businesses (roughly 1.2M potential customers) are losing critical identity signals as third-party cookies disappear and regulators (GDPR, CCPA and forthcoming ePrivacy changes) tighten enforcement, leaving growth teams with worse personalization, measurement, and higher wasted ad spend. Compliance and legal teams also lack usable, auditable records tying consent to downstream identity uses, creating operational and risk overhead. Build a consent-first visitor identification layer that integrates with CMPs to capture consent-granular first-party signals, generate privacy-preserving persistent identifiers, and provide server-side SDKs and APIs to enforce consent-driven data flows. Include auditable consent logs, configurable consent-to-data mappings, and marketer-facing activations so growth teams can use compliant identity without manual legal review for each campaign. This is a timely $6.0B market (1.2M digital-first businesses × $5K ACV) driven by cookie deprecation, increasing CMP adoption, and regulatory pressure—giving a clear commercial runway for an ACV-focused product. CMPs as a distribution channel and the urgent need to replace third-party IDs create strong go-to-market hooks. You can differentiate by offering deep, certified CMP integrations, strong privacy engineering (consent-to-use proofs), and an ROI-first onboarding that quantifies reduced ad waste and improved attribution—areas where many CDPs and identity graphs fall short. Be upfront that implementation complexity and legal scrutiny are real risks, but with rigorous audits and clear business value this approach is worth pursuing.

Market Opportunity

Consent-first visitor identification to power compliant growth targets a $6.0B = 1.2M digital-first businesses × $5K ACV per year for identity & privacy tooling total addressable market with medium saturation and a year-over-year growth rate of 12% YoY growth for privacy and identity solutions driven by cookieless ad tech and CMP adoption (industry estimates from privacy & martech analyst reports).

Key trends driving demand: Privacy regulation growth — GDPR/CCPA/ePrivacy updates and enforcement are pushing companies to adopt consent-first data architectures, creating demand for compliant identity solutions.; Third-party cookie deprecation — browsers and platforms removing third-party identifiers have forced marketers to find alternative identity and signal capture methods.; CMP adoption as a distribution channel — more websites are adding consent management platforms, creating an integration opportunity for consent-aware identity layers.; Rise of first-party data strategy — brands are investing in collecting and activating first-party signals for personalization and targeting, increasing willingness to pay for identity infrastructure..

Key competitors include Clearbit, LiveRamp, OneTrust.

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Consent-first visitor identification to power compliant growth

Executive Summary

Market Validation

Market Opportunity

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