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Industry Landscape
The MarTech and SalesTech industries are experiencing rapid growth, driven by the increasing need for personalized customer experiences and data-driven decision-making. Identity resolution is a key component, enabling businesses to convert anonymous website visitors into identifiable leads and optimize marketing spend. Focus on first-party data and compliance is paramount.
Total Assets Under Management (AUM)
MarTech Market Size in United States
~30.4 billion USD (2022)
(15.3% CAGR)
- Cloud-based solutions driving adoption.- Increased focus on data privacy and compliance.- Demand for personalized customer experiences.
Total Addressable Market
30.4 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI in Marketing
Generative AI can automate content creation for personalized marketing campaigns, synthesize insights from vast datasets, and predict customer behavior for hyper-targeted engagement.
Privacy-Enhancing Technologies (PETs)
PETs, including homomorphic encryption and federated learning, allow for data analysis and collaboration without exposing raw personal data, addressing privacy concerns directly.
Cookieless Tracking Solutions
Advances in first-party data strategies, contextual advertising, and universal IDs are replacing reliance on third-party cookies for cross-site tracking and identity resolution.
Impactful Policy Frameworks
California Privacy Rights Act (CPRA) 2023
The CPRA (effective January 1, 2023) expanded upon the CCPA, establishing the California Privacy Protection Agency (CPPA) to enforce privacy regulations and providing consumers with more rights regarding their personal data.
This policy strengthens data privacy requirements, mandating businesses like Identified.ai to enhance data governance, consent mechanisms, and consumer rights management, particularly for California residents.
Virginia Consumer Data Protection Act (VCDPA) 2023
Effective January 1, 2023, the VCDPA grants Virginia residents new rights over their personal data, including access, deletion, and opt-out rights for targeted advertising and data sales.
Identified.ai must ensure its data collection and processing practices align with VCDPA requirements, especially regarding consumer consent and data subject requests for Virginia users.
Colorado Privacy Act (CPA) 2023
The CPA, effective July 1, 2023, gives Colorado consumers rights over their personal data, similar to CCPA/CPRA, focusing on data protection assessments and universal opt-out mechanisms.
Identified.ai needs to implement mechanisms to respect Colorado residents' privacy rights, including the right to opt-out of data processing for targeted advertising, ensuring comprehensive compliance across US states.
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