Executive Summary

Marketers and analytics teams at roughly 2 million mid-market and SMB businesses are losing identity signals as browsers drop third‑party cookies and regulators require auditable consent, which breaks measurement and personalization workflows. They currently lack a simple, compliant way to capture consent and persist usable identifiers without relying on cross‑site trackers. Build a consent‑first visitor identification platform: client and server/edge SDKs that capture granular consent, issue privacy‑preserving tokens, enforce usage policies at the API/edge, and produce auditable logs for compliance. Package it with turnkey integrations, a hosted consent store, and tiered pricing aimed at a $3K ACV SMB offering plus enterprise plans. This is timely—there’s an estimated $6.0B addressable market (2M businesses × $3K ACV) driven by the cookieless web, regulatory momentum, and a shift to server‑side/edge instrumentation (market score 88/100, revenue potential 82/100). Many mid‑market buyers are underserved by enterprise identity solutions and are actively seeking affordable, compliant alternatives. You can differentiate by combining consent capture, tokenized identity resolution, enforceable usage controls, and developer‑friendly integrations into one stack that reduces legal risk while preserving measurement. Challenges include cross‑device resolution without invasive tracking, integration complexity, and sales inertia—plan for 12–18 months of focused pilots to validate product‑market fit.

Market Opportunity

Consent-first visitor identification to reconcile growth with privacy targets a $6.0B = 2M businesses × $3K ACV (annualized identity+consent tooling per business) covering mid-market and SMB marketers and analytics teams total addressable market with medium saturation and a year-over-year growth rate of 12% YoY (industry martech + privacy tooling growth; sources: Forrester/Gartner market reports indicating mid-teens growth in privacy and identity segments).

Key trends driving demand: Cookieless web — browsers and ad platforms are deprecating third-party cookies, creating demand for first-party, consented identity solutions that do not rely on cross-site trackers.; Regulatory momentum — expanding privacy laws and higher enforcement increase demand for tooling that combines consent capture with auditable usage controls.; Shift to server-side and edge instrumentation — teams are moving tracking and identity resolution off the client, enabling privacy-preserving tokenization and improved performance.; Data minimalism and purpose-limiting — companies prioritize collecting fewer, higher-quality signals under explicit purposes, creating a market for consent-driven enrichment that respects stated uses..

Key competitors include Clearbit, OneTrust, Segment (Twilio Segment).

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Consent-first visitor identification to reconcile growth with privacy

Executive Summary

Market Validation

Market Opportunity

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