Ketch has released Opt-Out Sync, an extension of its Identity Sync framework, designed to automate and unify the enforcement of consumer “Do Not Sell or Share” privacy choices across all devices, browsers, and backend systems.
U.
S. privacy regulators have emphasized the need for frictionless, transparent, and comprehensive consumer opt-out experiences, citing recent settlements involving companies such as Honda, Healthline Media, and Jam City. Despite this, many organizations continue to use disconnected mechanisms, leading to partial enforcement of “Do Not Sell or Share” requests. For instance, a consumer opting out via a consent banner might stop browser tracking, but their data could remain active in backend systems like CRM or email platforms. Similarly, webform submissions might flag backend records, while browser cookies and trackers continue to operate. These fragmented approaches introduce compliance risks and fail to fully respect consumer data sharing preferences.
Ketch Opt-Out Sync aims to address these issues by integrating consent management platform (CMP) banner interactions, data subject rights (DSR) webform submissions, and backend enforcement into a single, automated workflow. Built on the Ketch Identity Sync framework, the solution is designed to recognize consumers across various states—logged-in, logged-out, different devices, and disparate systems—applying opt-out choices comprehensively without requiring identity verification or redundant steps.
Key innovations in Ketch Opt-Out Sync include single-action opt-out enforcement, which honors “Do Not Sell or Share” requests from one consumer action. It also offers adaptive opt-out experiences, where dynamic forms adjust based on context to reduce unnecessary data collection for known users. The system provides unified workflows for all users, eliminating the need for separate processes for known and unknown individuals. Furthermore, consent banners and webforms are natively connected, ensuring consistent recognition and enforcement of opt-out choices. The solution also provides end-to-end enforcement with audit-ready proof, including backend and downstream updates across CRM, CDP, advertising, and partner systems, supported by identity-based logs detailing opt-out enforcement.
Max Anderson, Co-Founder of Ketch, stated, “The industry has spent years adding more banners and forms, while opt-out enforcement remained fragmented behind the scenes. Ketch Opt-Out Sync is different. It connects identity, consent, and enforcement so a single opt-out actually governs how data is used everywhere it exists.”
Ketch Opt-Out Sync is available immediately. Ketch describes itself as an AI Privacy Company, offering a platform that assists businesses in collecting and utilizing personal data responsibly. This includes respecting consent and preferences, meeting privacy requirements, and ensuring data is suitable for AI applications. The company states that brands globally use its platform to mitigate risk, foster data-driven growth, and build customer trust.
