Ketch Promises Revolution in Data Collection Consent

In San Francisco, 'responsible data' specialist Ketch has announced the launch of 'Progressive Consent', a new solution which it says 'breaks the paradigm' of consent for data collection, substituting 'context-specific consent experiences at relevant moments in the consumer journey'.

Ketch is a 'Data Permissioning Platform', offering technology that helps brands collect, control and activate permissioned, privacy-safe data across devices, systems and third-party apps. The firm contrasts its new approach with traditional consent mechanisms including 'repetitive cookie banners and dense privacy policies', which it says 'have conditioned users to click 'accept' or 'ignore' without comprehension' - this limits both consumer engagement and the amount of useful data collected. Progressive Consent embeds relevant privacy choices at contextually appropriate points within user journeys, providing 'an opportunity for meaningful engagement and transparent data collection'.

The new solution also promotes customizable user journeys for specific audience segments across connected devices; creates transparent, incentivised information exchanges - for example, discounts or content access during sign-up; and allows for multivariate A/B testing to optimize opt-in rate.

'Brands have been stuck in a broken consent model' says co-founder and CEO Tom Chavez, 'interrupting users with clunky banners that damage experiences and still fail to collect quality data. Progressive Consent shatters this paradigm. This is how forward-thinking companies will build high-quality, permissioned data assets that power AI and personalization while strengthening consumer trust'.

The firm is on the web at www.ketch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.