Identity Outlook 2020: The Evolution of Identity in a Privacy-First, Post-Cookie World
As the adoption and application of identity solutions have matured and accelerated, that growth is now challenged by the enforcement of GDPR, CCPA and, most importantly, the final deprecation of third-party cookies. This is forcing innovation among data and technology companies to replace their current cookie-centric models with new privacy-compliant approaches.
The latest research from the Winterberry Group uncovers qualitative observations and themes about identity and privacy across the US, UK, and EU markets. It sets out to concretely define identity and identity solutions and reveals a set of fundamental adjustments in how the market is expected to evolve over the next three years.
Following the release of Identity Outlook 2020, Winterberry Group consulted with providers of identity solutions to validate the composition of go-to-market pricing models.
New Research Added:
Identity Pricing Models, U.S. and European Forecasts
US identity solutions spend will double by 2024, reaching $8.2B. So, what does that mean for marketers? It’s time to dig in and start planning around the forecasts, so you can budget accordingly.
Forrester names Merkle a large established player in identity resolution
Forrester’s Q3 2020 Now Tech report on Identity Resolution examines the identity resolution landscape, including an overview of vendors by size, functionality, geography and market focus.