Anne Bailey: Market Overview

Welcome to this session of tools, choice on privacy and consent management solutions. This session, we will talk about the market overview of this segment. First we'll discuss the market approaches that vendors take. When they orient themselves in this segment, then we will take a look at the leadership charts, which are the visual results of the privacy and consent management leadership compass. And then we will take a look at the correlated view, which are the matrices that display the multifaceted strengths of these vendors to really get a feel for this market.

It helps to understand where the vendors are coming from, what their strengths are and what they're really able to bring in a unique way through their product. One general understanding that you should have is that these tools are typically software as a service with an option for on-premise if need be. But apart from that, there are four general different directions or approaches to providing privacy and consent management solutions.

Of course, these approaches are not mutually exclusive. It is possible for a vendor to find itself in more than one of these approaches. So please keep that in mind. The first approach is the analytics and marketing approach and vendors in this space usually have a background in these fields, and that means that they can bring specific knowledge and attention to how to adapt the privacy requirements for analytics and marketing purposes. So how to use a and B testing to optimize the number of opt-ins, how to visualize this and present this in a different way than some of the other vendors will.

There's also a compliance approach where the vendors come from a compliance background, they have a different attention and give different priority. And this includes having a stronger emphasis on training in privacy and compliance topics for organizations. And they usually have large in-house legal departments that can give real time analysis and advice on different jurisdictions. And they also usually provide tools to measure and organization's progress towards compliance. Then we have the publishers approach and publishers can include blogs, newspapers, streaming sites, things like this.

And they're often dependent for revenue on personalized marketing vendors. With this publishing approach tend to have really Robust cookie management solutions because their revenue is so deeply connected to this topic. And there's also specific tools for streaming services. And then in contrast with the publisher's approach, there is an industry neutral approach because privacy is a topic which touches all industries, not just the publishers.

So here vendors take general attention to inventory and mapping strategies, integrations with CRM tools, and also the different channels that customer interactions happen with. For example, email or call center tools, things like this.

So again, these different approaches are not hard and fast boxes that vendors are put into, but it adds a little bit of a different for what the solution can and what it can achieve. In our most recent leadership compass on privacy and consent management, we worked very closely with a number of vendors who are active in this space and they cover a wide geographical range and they offer point solutions to more wide ranging capabilities. We'll take a look at these vendors from multiple different perspectives.

The first look that we'll have at these vendors is in terms of overall leadership, and this takes into account each vendor's market presence, the functionality of their tools, their innovation, their financial levels. So a very wide lens look at what these vendors have to offer.

Now, if we look at the overall leader section, these combine very strong, all around functionality with a solid market presence and financial security here in this section, we have one trust trust arc Akamai, sys, I welcome. And Quantcast in the challenger section. You have a dense cluster of very competitive solutions as well, but they may have a smaller market share or a global presence. Now we feel it's very valuable to look at these vendors from many different sides in order to see what now we think.

Now we feel it's very important to look at these vendors from many different sides to really understand how they are positioned in the market and what are their strengths. So one perspective that we take is to look only at the product, the quality of the product, including security functionality, it's deployment, it's interoperability, it's usability. And so our product leaders here are one trust, Akamai trust, arc sirens, and source point. And these solutions really strive to protect end user privacy in a holistic way.

They often incorporate intelligent aspects to flag compliance issues or have safeguards in place to protect against unauthorized access and cyber incidents, significant effort to extend privacy protection beyond the organization for more privacy centered marketing environment. Another perspective is considering innovation and innovation is really a key capability in all it market segments and customers require innovation to meet their evolving and emerging business requirements.

And this is not just about delivering constant new releases, but, and innovative company should take a customer oriented upgrade approach, deliver customer related and other cutting edge features still while maintaining the compatibility with previous versions. See our innovation leaders are one trust, trust arc. I welcome SHUs source point and quad. And we also look at the market leadership and this considers the number of customers, the geographic distribution of these customers, the size of the deployment, the financial health and the ecosystem, and for market leadership.

From our point of view, it really requires a global reach. The market leaders here are one trust trust arc Akamai. And I welcome when assessing vendors, it's really useful to look at them from multiple perspectives. So what better way to do that than with a matrix here we've combined the graphics that you've seen before into two axis. So here the access relates to product. What is the functionality and how well does it perform then the Y access is the market position. How well is the vendor performing in the market?

What you also can see here is a trend line, and that can give an indication of how strong the product is in relation to how strong the market presence is here in the upper right corner. You can see one trust, trust, arc, and Akamai are the market champions, but it's also interesting to look below beneath the trend line and see what products are remarkably strong in comparison to their market presence.

You see vendors like sirens source point Sovi crown peak, my life digital, and user-centric, you have a couple vendors which are clustered right on the trend line, which means that their market presence is growing at a similar rate as their product is maturing, see vendors like youve and pro. And then you have vendors that have very strong market presences and are growing their products, maturity, and these vendors are I welcome and quant. We also look at the correlated view of innovation to product here.

Innovation is on the X access and product on the Y you can see the technology leaders or those vendors that have a very strong product with high innovative capabilities being one trust trust, arc, and source point is right on the border. And then you can see actually a very dense clustering of organizations, right on the trend line, crown peak, my life, digital pivot pro user-centric. So V and then you have vendors who have relatively strong, innovative features compared to their product. These are you Quantcast. And I welcome.

And the final correlated view that we'll take is of the innovation compared to the market presence. And you can see the big ones here are one trust trust arc Quantcast. And I welcome again, Akamai is right on the border.

And again, below the trend line, you have the strong innovation relative to the market presence, which is sirens source point. So crown peak, and then the clustering of vendors, right on the trend line of Venda, my life, digital and pro. So these are the vendors that we worked closely with to develop our leadership compass.

But of course there were many more vendors in the space that either compliment privacy and consent management solutions, vendors that chose not to participate in our leadership compass or ones that you should just keep an eye out for as they may develop more mature and interesting solutions. We term these vendors as vendors to watch because they really do merit. Your attention, big ID is one of these, which is a privacy focused data intelligence solution, which would complement a privacy and consent management solution.

Then you have safe box, which is using blockchain to collect, prove, and distribute consents across all digital channels. Then you have consent to I, which is creating privacy agreements, collecting consents and preferences and generating insights on opt-in data, generating audit trails. Then you have CBOT, which is a very focus solution on compliant, cookie and tracker management with patent pending scanning technology.

You have four rock, which is a leading IAM and Siam vendor and supports obtaining consent and GDPR compliant solutions that can be customized and then tap my data, which is again, a blockchain startup, but looking at another aspect of privacy, which is the communication line for organizations, responding to data subjects, thank participation in session. And look to speaking you again,