Most site visitors stay anonymous — consent-first visitor identification

Most site visitors stay anonymous — consent-first visitor identification targets a $12.0B = 10M businesses (websites) x $1,200 ACV — global martech budget allocation for visitor identity & conversion tooling total addressable market with medium saturation and a year-over-year growth rate of 12%–18% expansion in martech and identity/consent tooling spend.

Key trends driving demand: Cookieless-Web -- browsers and OS-level privacy moves force reliance on first-party and consented signals, increasing demand for identity-first solutions.; First-Party Data Strategies -- companies shift budgets to build owned data pipelines, driving adoption of consented visitor ID to recover attribution and personalization.; Server-Side & Edge Tracking -- easier server-side capture and processing of events lowers friction for deploying privacy-first identification.; AI for Probabilistic Matching -- modern ML models enable better identity resolution from minimal signals, boosting accuracy in low-data scenarios..