Ketch

Privacy Week in DC wasn’t just a conference. It was a reality check. Between the IAPP and the IAB Summits, and everything happening around them, one thing became clear: the conversation has moved past what regulators expect… to whether it actually works in practice. A few themes kept surfacing across sessions, side events, and on the show floor: ➡️ Opt-outs are still front and center but now being evaluated at the level of execution, not intent ➡️ Identity is the missing link; teams know it matters, but many are still figuring out how to operationalize it ➡️ AI governance is everywhere but still heavily process-driven, with most organizations building structure before enforcement And interestingly, some of the most useful conversations didn’t happen on stage at all. They happened in smaller rooms, over dinner, and in hallway debates, where teams could move past theory and get into what’s actually breaking in real environments. That’s what this week’s issue of Ketch Up is about. Read the full recap below. ⬇️

Frictionless opt-outs keep coming up. Now we’re hearing what that actually means in practice. In this week’s Privacy Huddle, Maxwell Anderson joins Colleen Barry live from the Ketch booth at IAPP to break down what’s coming directly from regulators and recent enforcement conversations. The headline isn’t new. The expectations are just getting more specific. Regulators are focused on how opt-outs are implemented, not just whether they exist. And that’s where things start to break down. Frictionless doesn’t mean “easier UX.” It means removing barriers entirely: ✔️ One-click opt-outs, not multi-step flows ✔️ No unnecessary data collection to process a request ✔️ No redirect loops or buried links ✔️ No conflicting paths between banners, forms, and systems Because if the process introduces friction, it introduces risk. There’s also a broader signal behind all of this: responsibility sits with the business, not the vendor. If your implementation doesn’t hold up, it’s your name on the investigation. We also got into a recurring source of confusion across teams: this isn’t a cookie banner problem. It’s about how clearly you present “Do Not Sell or Share,” and whether that choice is actually enforced across your environment. What were the discussions that stood out to you during the Summit? Share them in the comments below.

A senior manager in web development in the manufacturing industry gave Ketch a 5/5 rating in Gartner Peer Insights™ Consent and Preference Management Market. ⭐⭐⭐⭐⭐ “The onboarding process is set up for success” stands out because privacy infrastructure doesn’t start at go-live. It starts with how you get there. Bootstrapping a privacy platform isn’t just configuration. It’s about having a process that’s thoughtful, methodical, and aligned with how your systems actually work. Too often, onboarding is where complexity shows up, dependencies surface, and timelines stretch. At Ketch, we believe the onboarding experience should reflect the product itself: structured, predictable, and built for real-world implementation. Grateful when customers recognize that difference. 🙌 Read the full review here: https://gtnr.io/U1tzNoXc8 #gartnerpeerinsights

Identity management for privacy is not probabilistic. But a lot of people still assume it is. The reality is, the advertising industry has spent decades building deterministic ways to understand individuals, whether they’re logged in or not. That distinction matters more than ever for privacy. Because consent isn’t a guess. If you don’t know exactly who made a choice, you can’t reliably connect that choice to their data across systems. And when that connection breaks, enforcement breaks. Proper identity management for privacy is deterministic. It’s how you ensure that a person’s privacy choices actually follow them, across devices, sessions, and systems.

We’ve heard that pets love Opt-Opus, and this week at #GPS26, we got to see it firsthand. 🐙 Enter Kai, the very good (and very adorable) service dog on-site. Thanks for brightening up the last few hours on the exhibition floor, Kai! We’re ready to recover from an absolutely packed 48hrs, and nothing would make us happier than seeing you tag your Opt-Opus in the wild. We gave away nearly 800! 🤪 If you grabbed one this week, let us know who the lucky recipient is in the comments. ⬇️

We ended our first day at IAPP with a fireside chat and private dinner with Kashif Chand from the New Jersey Attorney General's Office, at Kelley Drye & Warren LLP’s beautiful D.C. office at the Wharf (with stunning views of the cherry blossoms). Moderated by Paul Singer, the discussion covered a wide range of topics, from children’s privacy and pricing transparency to how New Jersey is thinking about enforcement in practice. The evening created space for thoughtful dialogue and the chance to hear directly from those shaping how privacy laws are being enforced. It’s clear that the expectations are getting more specific and operational. A big thank you to our Ketch customers, partners, and friends who joined us for the evening, and to Kelley Drye for hosting us and for the gorgeous setup (the pavlova station was such a hit!). #IAPPSummit26

We wrapped up Day 1 at IAPP yesterday. A full day at the booth with a steady stream of demos, great conversations, and familiar faces (plus a few new ones). Safe to say, the Oct-Out game brought out everyone’s competitive side. Opt-Opus also made plenty of appearances, easily becoming one of the most photographed members of the team. 🐙 Appreciate everyone who stopped by to say hello, ask questions, and spend time with us on the floor. We’re back today for Day 2. If you’re here, come find us at booth #164. If not, we’ll keep sharing moments from the Summit so you can follow along from afar. #IAPPSummit26

Quick check-in from the Ketch team at the IAPP Global Privacy Summit. The booth is busy, and the discussions haven’t slowed down. From demos to Oct-Out quizzes (smart bunch of test takers on the floor this year!), one thing is clear: recent enforcements are top of mind for privacy pros. A few things that stood out: 🎯 The busiest sessions are focused on digital trackers, cookies, and website data collection 🎯 Cookie banners aren’t doing the job; teams need cross-device consent management to meet modern regulatory demands 🎯 Identity keeps surfacing as the layer everything depends on, but few brands have actually made it happen in their tech stack. If you couldn’t make it this year, we’ll keep sharing what’s happening on the ground. And if you’re here, stop by our booth (#164). #IAPPSummit26

The Ketch booth is up, the badges are on, and the coffee is brewing. We’re live from the floor at the IAPP Global Privacy Summit, and a few early conversations are already standing out. Here’s what we’re hearing in conversations across the floor on the heels of recent enforcements: ➡️ Legal risk is driving decisions Not theoretical risk. Real enforcement. Real consequences. Teams are actively pressure-testing whether their current approach would hold up under investigation. ➡️ Identity is the bottleneck If systems can’t reliably recognize the same individual across devices, browsers, and systems, consumer choices can’t follow them. And if the choice doesn’t propagate, it’s not being enforced. These aren’t abstract challenges. They’re operational gaps. If you’re not here in D.C., we’ll keep sharing what we’re seeing and hearing over the next few days. And if you are, come find us at booth #164. We’re demoing how you can use Ketch to solve the problems everyone is talking about: cross-device sync, one-click Do Not Sell, and more. P.S. While you're here, say hello to Opt-Opus and put your privacy knowledge to the test with Oct-Out. 🐙 #IAPPSummit26

Policy conversations shape how privacy actually operates in practice. The IAB Public Policy & Legal Summit brings together regulators, legal experts, and industry leaders to talk through the issues defining the future of digital advertising. From AI governance to evolving expectations around data use and consumer preferences, these discussions are increasingly about how policy translates into real-world systems and operations. Maxwell Anderson, Co-Founder & Head of Product, and Colleen Barry, Head of Marketing from Ketch, will be there tomorrow. If you’re attending, stop by the Ketch table to say hello.