The consent market is small, growing double digit, and structurally unsolved. Two thirds of sites show a banner; one in seven is genuinely compliant. The incumbents are raising prices and walking up market. That hollow middle is where Velo enters — not as another banner, but as the first consent layer built by data engineers and measured in recovered revenue.
Consent is a sub $1.1B category, but regulation is dragging it up at 13–20% a year across every estimate. The interesting number is not the size — it is the quality gap. Most sites bought a banner and still leak data, still fail audits, still get fined.
The field is a barbell. Enterprise suites are merging and pricing themselves out of small sites; self serve tools race to zero on a banner alone. The agency managed mid market — sites that need consent wired correctly into tracking — is served by nobody who understands the data layer.
Nobody owns the agency managed middle. The enterprise tier is too expensive and too heavy; the self serve tier sells a banner and no implementation. The unserved buyer is the agency running 5 to 200 client sites that each need consent wired into Google Consent Mode v2, server side tagging and GA4 — and verified to actually fire. That is Amplio's existing competence, productised.
Every cluster of complaints in 2024 to 2026 is a wedge. Price shocks, a Core Web Vitals tax, consent that is silently broken, and banners that look compliant but get fined anyway.
Moved to a usage metered $10k/yr floor; charities went from under £1,000 to £17,000+. Reviewers cite scattered settings and non existent support. It has left the small end entirely.
Roughly doubled base Premium to ~€30/domain in Aug 2025 with little notice and auto upgraded 1 to 3 domain accounts. G2 sits at ~3.5 with surprise metered billing called a "scam". A datable switching event.
CMP scripts pull 200KB+ of JavaScript, push LCP past 2.5s and add up to 73 third party requests after opt in. Consent is sold as compliance and paid for in Core Web Vitals.
Tags fire before consent, the banner signal reaches GTM too late, ~75% of tracking happens before the user ever interacts. Standard GTM preview does not catch it. This is exactly Amplio's diagnostic lane.
Dark patterns coax ~90% accept while regulators fine despite the banner: CNIL €325M Google and €150M Shein in one day; Honda's settlement named a misconfigured OneTrust. A banner is not a defence.
Per domain pricing scales linearly with no real bundling — 5 sites on CookieYes Pro is $125/mo for consent alone. Agencies are openly searching for flat, portfolio priced, white label consent.
Velo wins by redefining the category on four axes the incumbents structurally cannot move on without cannibalising themselves.
Each is anchored to an unfair Amplio advantage no banner vendor can copy cheaply — the data engineering, the agency channel and the Cloudflare edge.
Bundle the banner with Consent Mode v2 and server side tagging so it recovers the 20 to 40% of conversions every other banner silently loses. Priced against recovered revenue, the banner is free.
Why we win: Amplio already ships the recovery stack and the +37% ROAS proof. No incumbent sells the outcome — they sell the banner and leave the data on the floor.
An edge native banner under 20KB on Cloudflare Workers, versus the 200KB+ scripts that push LCP past 2.5s and add dozens of third party calls. Consent that does not cost you Core Web Vitals.
Why we win: the Klaro fork on Cloudflare edge is the architecture; page speed is a top, datable complaint against OneTrust, Usercentrics and TrustArc.
Flat portfolio pricing, white label, one dashboard across every client site — killing the per domain stacking that makes Cookiebot and OneTrust untenable past a handful of sites.
Why we win: the B2B2C agency motion already exists (Rapid). Meter by traffic and domain slots like c15t, not per seat, with agency margin built in.
Every banner verified with a rendered screenshot, honouring Global Privacy Control on logged in users, with a real same layer reject. Sold against the 85% that fail and the fines that land despite a banner.
Why we win: Amplio's verify with a screenshot discipline becomes a product feature. GPC is now legally required in 12 US states and barely anyone honours it.
Sane defaults per jurisdiction out of the box — denied for EU opt in, GPC honoured for US opt out states — reconciling Google Consent Mode v2, Microsoft UET and Meta in a single setup, not a blank rules engine.
Why we win: multi signal, multi jurisdiction wiring is exactly what generic banner vendors do badly. One verified setup satisfies three ad platforms at once.
Built in consent rate optimisation — A/B test the banner copy, design and placement to lift opt in 5 to 15%, tied straight to measured revenue rather than vanity accept rates.
Why we win: experimentation plus measurement is Amplio's home turf. Lifting genuine opt in compounds directly with the recovery stack in USP 01.
"The first consent layer built by data engineers — edge fast, tracking native, measured in recovered revenue."
Price hike refugees, through the agency channel. Lead with Rapid's book and every agency bleeding on Cookiebot's August doubling and OneTrust's renewal shocks. The opener writes itself: your banner just got more expensive — and it is quietly costing you a fifth of your conversions. Land the portfolio, prove the recovery on three sites, then widen. Google certification is a later credibility floor, not the wedge.