With third-party tracking depreciation and tightening consumer privacy laws, marketing executives are allocating major budget shares to software that resolves customer identity across omnichannel touchpoints.
Marketing Technology & Consumer Experience
First-Party Data Infrastructure: The Hottest Category in MarTech M&A
John Batdorf
September 18, 2026
01 Min read
SUMMARY & PERSPECTIVE
Why enterprise buyers are paying record multiples for clean identity resolution, customer data platforms, and consent management.
